In September 2018, the Advertising Standards Authority (ASA) introduced guidelines for influencers to follow in terms of their transparency when advertising. The Influencers Guide contains details of the guidelines and how social influencers should ensure that it is clear to consumers if the content is an advert. A lot of influencers have adopted the range of #ad, #gifted, #affiliate hashtags to define what type of advert they are sharing to ensure they are compliant with the guidelines. If the guidelines are not met, both the influencer and the organisation are at risk of facing action from the ASA.
These guidelines are a key step forward within the influencer/advertising industries. The ASA have made a way of controlling this type of advertising which has caused a lot of confusion from the consumers perspective. I come from a more consumer view, and for me, the detail of the type of advertising that I am seeing helps me to understand the messages I am reading. This type of disclosure allows the clarity of the type of opinion an influencer has on the content they are producing. Whether they have been gifted a product or service and are providing their genuine opinion or if they have been paid by an organisation to discuss their product or service, the opinion could become incredibly different and maybe a little biased. That’s why I believe the relationship between an influencer and their consumers will be greatly increased as a result of these guidelines.
I’d love to hear your thoughts on these guidelines. Please do leave a comment. Em x