The FCA has published new guidelines for marking influencer marketing.
KKV has introduced new guidelines for marking influencer marketing on social media. Adobe Stock / AOP
New Guidelines published on the FCA website Clarifies the marking of influencer marketing on social media.
-In influencer marketing, it is particularly important to pay attention to marketing identity, as the content published by influencers has commercial and non-commercial content, the Consumer Ombudsman Katri Väänänen According to the Competition and Consumer Agency’s announcement.
The Consumer Protection Act stipulates that all marketing must clearly indicate its commercial purpose and to whom the market is marketed. Hidden advertising must not be carried out in any form.
The previous policy was from 2019. There have also been wishes for the refinements and additions to the industry.
The entry must not be hidden
According to Väänänen, identification can be ensured by clear and at the beginning of the publication, which indicate that this is an advertisement. For example, the marking must not be hidden behind the Read the Read the Larges button.
The entry can be made, for example, as follows:
- Ad [Yritys/Tuotemerkki] (When there is an agreement on advertising)
- Advertisement/obtained [Yritys/Tuotemerkki] (When there is no contract but the product has been obtained for advertising purposes)
– It is a good idea to look at the policy carefully and take over its principles as soon as possible. Clear markings and consistent practices are in everyone’s interest, says Väänänen.
According to Väänänen, somebody’s influencers should also be aware of other consumer protection legislation.
The Consumer Ombudsman will monitor the marking of influencer marketing and, if necessary, intervene in the operation of an influencer or a marketing company.