New advertising guidelines for social media influencers

Author
Newstalk ZB,
Publish Date
Thu, 3 Sep 2020, 3:24PM
Influencers hold particular appeal with young, digital natives. Photo / 123RF

New advertising guidelines for social media influencers

Author
Newstalk ZB,
Publish Date
Thu, 3 Sep 2020, 3:24PM

New rules have been put in place for social media influencers.

The Advertising Standards Authority has released a range of strict guidelines today in hopes to encourage more transparency from influencers who are posting sponsored content.

The new guidelines define an "influencer" as anyone "who has influence over the choice, opinion or behaviour of their following", regardless of the number of followers they have.

Socialites chief executive Wendy Thompson told Tim Dower this comes after a series of complaints about the ambiguity of various Instagram influencer marketing.

"It will make things a lot clearer for the general public, on whether what they're seeing is a paid ad or someone's opinion."

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