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The Committees of Advertising Practice in collaboration with the Competition and Markets Authority have today launched a new guide to help social influencers stick to the rules and make it clear when their posts are ads.
When a brand rewards an influencer with a payment, free gift or other perk, any resulting posts become subject to consumer protection law – consumers must always be aware when they are being advertised to and both brands and influencers have a responsibility to ensure that their content states that clearly.
The Influencer’s Guide is an online resource that outlines what the rules are, what counts as an ad for the ASA, how to make it clear that an ad is an ad, and more.
Shahriar Coupal (Director of Advertising Policy and Practice, ASA) appeared this morning on the BBC’s Victoria Derbyshire programme to discuss the guide in more detail. Watch his appearance here.
To read more about this click here. To read the Influencer’s Guide click here.
As part of the AA’s ongoing work on Trust, Credos are measuring awareness of the relationship between brands and influencers amongst people. There will be more information on this in coming weeks.
Key representatives from the UK ad industry have been demonstrating the power and expertise of British advertising at the China International Advertising Festival (CIAF), which began on Wednesday and finishes today in Harbin, China. The British delegation had been invited by the China Advertising Association to discuss areas such as media, connecting with consumers and the opportunities that exist for international firms to do business in Europe.
Representing the UK ad industry were Richard Kelly, (Chief Investment Officer, Mindshare UK) Janet Hull OBE (Director of Marketing Strategy, IPA & Chair of the Promote UK initiative, which aims to demonstrate how British advertising is the hallmark for the global ad industry), Matt Whelen (Chief Innovation Officer, The Specialist Works), Mr. Tom Doctoroff (VP Thought Leadership & Strategy, IAA Global and Senior Partner & Chief Cultural Insights Officer, Prophet) and Richard Morewood (UK business leader and CEO M&C Saatchi Asia).
The event also received support from Baroness Fairhead, Minister of State for the Department for International Trade. She commented: “It’s fantastic to see UK advertising represented on major global platforms like the China International Advertising Festival. This is an industry in which the UK is truly a world leader and with exports from the sector now reaching £5.8bn, the opportunity for our firms abroad has never been greater.”
To read more about the festival, the speakers and key topics of discussion, head over to our website here.
The AA was at the Labour Party Conference in Liverpool this week, sponsoring a roundtable meeting in association with Progress, the centre-left Labour movement. Richard Angell, Director of Progress, chaired a stimulating discussion, with contributions from Wes Streeting MP, Seema Malhotra MP, Joe Dromey from the IPPR, and Stephen Woodford, AA Chief Executive.
Discussion focused on how we ensure we have an effective industrial strategy for Britain’s SMEs, the reasons this is important and how Labour can shape its message to show how it would support SMEs. Stephen highlighted AAccelerate and Promote UK – AA workstreams arising from the Industrial Strategy discussions – as being fundamentally important in continuing to drive the success of the UK advertising industry, both in the nations and regions, and on the global stage. Contributions from others highlighted the importance of overseas talent for businesses in the UK, and the vital role of advertising as a vehicle for growth.
You’ve made it this far – why not treat yourself to watching our ad of the week?
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