In September 2021, ISBA launched our Influencer Marketing Code of Conduct – a guide to best practice containing commitments from brands, agencies, and talent. It aims to:
- Deliver the transparency consumers expect and deserve – by being clear on the need to disclose when an ad is an ad (and how); by committing not to use photo filters and misleading editing techniques; and by meeting obligations to protect children and vulnerable groups
- Enable authentic and effective influencer marketing – by backing influencers to deliver their honest opinion on products; supporting their wellbeing, from mental to financial health; and always promoting diversity and inclusion, with zero tolerance for hateful content
- Improve brand/agency/talent relationships – by setting out how all participants will work collaboratively on campaigns; agencies committing to play a key role in aligning brands and talent; and with clarity from brands on KPIs and from influencers on helping demonstrate ROI
Six months on, and with increasing attention being paid to this area by regulators and legislators, brands and agencies continue to sign up to the Code and to work with its principles. In this event, we will look at how the Code is operating, highlight some changes, and update members on our suite of template contracts for influencer marketing, which will be newly refreshed.