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The Advertising Standards Authority (ASA) is implementing wide-ranging rules for Kiwi influencers to abide by when advertising products on their platforms, which take effect on September 14.
Simone Anderson Source: Supplied
The move comes after prominent Instagram influencer Simone Anderson had four complaints against her, and the ASA found that it had not clearly labeled its content as advertising.
most of the new rules They revolve around clearly identifying content as advertising, and establish specific language and techniques that New Zealand influencers must adhere to.
These include a strong recommendation to include “advertisement”, “advertisement” or “advertisement” in any publication that has commercial value, rather than relying on less clear methods.
Influencers have often used hashtags to identify their content as an advertisement, including terms like #gifted or #CoLab, but the ASA said that influencers must now make it absolutely clear to the people who engage with the content, up front.
The ASA’s measures state that influencers cannot attempt to hide their advertising hashtag among various others, and that the ad ID must be prominent in every part of your content, as well as being the first thing people see when they engage.
The responsibility for identifying the advertisement will now also be shared with the company involved with the influencer.
“Advertisers should take all practical measures to ensure that influencers identify advertising content about the free product or service that has been provided to the influencer,” says the ASA guide.
In particular, the guidelines also make it clear that influencer posts about the gifts they receive should be viewed as advertisements and labeled as such.
“The ASA recognized the need for strong guidance in the rapidly evolving space of Influencer advertising,” he said.
“We are pleased to publish this resource in response to the complaints and inquiries we have received on this topic.
“This will be followed with training opportunities for the sector to support a level playing field in all media.”
