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“Each post that includes advertising content and each segment of a story that includes advertising content must be identified as advertising.”
Previous popular hashtags for displaying advertising, including #sp (sponsored) or #collab (collaboration) are no longer acceptable as the meaning is not obvious to the common consumer.
In what will be a controversial call for many influencers, the guidelines also state that the ‘gift’ of a free product or service also constitutes advertising.
“The ‘payment’ can be any benefit that the influencer can receive in exchange for the content they distribute, including but not limited to: money, free products or services, credit, event tickets, travel, product loans,” the document states.
“The ASA definition of advertising is much broader than what many consider an advertisement.”
The ASA says this is due to the “intent” of the dealer.
“If an advertiser uses an influencer to promote their products, services or brand, it is advertising content.
“A free product or service constitutes an exchange of value between advertiser and influencer and has been given to the influencer for a reason. That is, to obtain a review that is shared with the followers of the influencer.”
This means that common hashtags that are used frequently, including #gift, #gifted, #PRSample or #ambassador, must follow a clear statement that the product is an advertisement, for example, the hashtag #ad.
The doc also offers some guidelines on tagging that identifies ad content, including making sure it is displayed prominently, easy to understand, and appropriate for the channel used, which means simply stating it on your Instagram story already. is not sufficient.
“General disclosures in influencer profile information are not sufficient to notify consumers of advertising content in individual posts or stories.”
