On January Countdown to 1, 202 e Use of Influencers in Advertising ” comes into effect, as I mention! a few days ago in this post about influencers and covert advertising . This code clarifies how advertising messages publish! by influencers on social m!ia should be identifi! , in order to comply with current legislation (which exists) and adapt this formula to the characteristics and environment of social m!ia.
As soon as we learn! of its existence, some questions arose:
Who does this code apply to: advertisers, agencies, influencers…?
Does it replace any law?
Are you referring to all influencers or just those with a minimum number of followers?
What happens if the influencer doesn’t charge for their post, but they do phone number library receive a gift or a free trip?
What must be done to comply with the laws and the code?
And can anyone who doesn’t comply be report!? Where and how?
And if it is not fulfill!, what happens?
To help answer these questions, on December 9th, I participat! in the webinar cracking down on influencers’ covert advertising? organiz! by Madresfera , along with Alejandro Rivas, founder and administrator of the influencer marketing agency Marcasfera and a professor of Social M!ia; Ana Belén Spínola, a lawyer in Ecija, a professor at UN! and specializ! in new technologies and compliance; and Fernando García Alcaide, director of the Member Services and Corporate europe email Development Department at Autocontrol (the entity that promot! this code with the Spanish Association of Advertisers).
Here is the video of the webinar organiz! by Madresfera and I summarize some of the conclusions .
What you ne! to know about the code of conduct for influencers and advertising
This code is binding, to begin with, on all companies associat! with Autocontrol and the Spanish Association of Advertisers . This includes the more than 450 advertisers, 64 agencies, 51 m!ia outlets, and 35 industry associations that are Countdown to members of Autocontrol, as well as the more than 220 associates (with around 600 brands) of the AEA. This includes the influencers they work with.
But other companies in the sector (advertisers, agencies, representatives, m!ia) or influencers can also voluntarily adhere to the code : to do so, simply contact Autocontrol, for example.
Companies and influencers adhering to the Code agree to include a clause in their contracts requiring compliance with the code and the labeling of advertising content as such. Therefore, there will no longer be any excuses for not doing so.