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ASA Updates its Influencer Marketing Guidance

The ASA, CAP and CMA has updated its influencer marketing guidance to provide greater clarity for influencers and brands.

The Advertising Standards Authority (ASA) along with Committees of Advertising Practice (CAP) and the Competition and Markets Authority (CMA) have launched its new and improved influencers’ guide to provide advice for influencers about the relevant rules surrounding influencer marketing and how to make it clear that “adverts are adverts.” While the rules haven’t changed, the updated guide hones in on exactly when you have to label your ads and what you can label them with to provide greater clarity for influencers and brands.

The company encourages influencers, agencies, and brands to take advantage of the “clear and comprehensive advice on disclosing influencer marketing.”

The Chartered Institute of Public Relations (CIPR) new has welcome the new guidance. Its new influencer marketing panel will soon launch with three new guides designed to advise public relations professionals on best practices. The panel will explore the impact of influencer marketing on public relations and the wider business community.

“Anyone endorsing, promoting or reviewing a product or service on social media must disclose clearly and prominently when they have received any payment, benefit (such as a free gift) or any other incentive. Lack of effective disclosure erodes trust with an audience. It contravenes government-set rules and regulations. And it breaks the Code of Conduct that all CIPR members are bound by,” commented Scott Guthrie, co-chair CIPR influencer marketing panel.

The influencer guidance first launched in September 2018 in order to bring together all the advisory information influencers needed to ensure they were sticking to the ad rules and the relevant provisions from consumer protection legislation.

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