The Australian Influencer Marketing Council (AiMCO) has updated its guidelines around brands “gifting” products to influencers.
The Influencer Marketing Code of Practice by AiMCO now ensures “awareness that disclosure relates to all engagements including paid or contracted, gifts, value-in-kind, and affiliate”.
The new guidelines come after recent rulings by Ad Standard which found influencers, including Rozalia Russian, failed to mark Instagram posts as ads given the items included were provided by brands for free, despite brands not requiring any promotion of the products.
"The support of AiMCO’s membership through our best practice working group has been incredible, with more than 15 member companies actively involved in this process,” says AiMCO chair and Hypetap founder and CEO Detch Singh.
“AiMCO will continue to work with our community to execute an agenda of strengthening confidence in the category for marketers, creators and the general public."
AiMCO’s guidelines now align with the Australian Association of National Advertisers’ (AANA) Code of Ethics.
The influencer marketing council has also developed a Guide to Gifting and Ad Disclosure to clearly articulate how to disclose and provide examples.
The guide helps minimise reputational risks to creators and brands by failing to meet ad disclosure requirements as delineated by the Ad Standards compliant review process, and to ensure adherence to Australian consumer law.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.