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United Kingdom Changes the Rules for Influencer

The British Competition and Markets Authority (CMA) has established a guide for influencers who must comply at the risk of sanctions.

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The British Competition and Markets Authority (CMA) has established a guide for influencers who must comply at the risk of sanctions.

influencerThe professionalization of the figure of the influencer has turned these digital stars into real men and women. However, the thin and diffuse line on the nature of posts on social networks has led regulatory bodies to establish guidelines to avoid confusion among users.

Although in Spain the issue is still in the regulatory limbo, in other markets such as the British, the influencers no longer have a free hand to give a hare. The British Competition and Markets Authority (CMA) has established a guide for influencers who must comply at the risk of sanctions.

The guidelines that are established have the objective of making known at all times and clearly to consumers if an influencer has received a consideration for showing or recommending a product or service on their social networks.

The new measures, which follow the lines already established by the Advertising Standards Authority, an advertising self-regulation organization in the United Kingdom, are characterized by their mandatory compliance and are undoubtedly stricter, something that has generated some discomfort among the influencers.

What are the new rules?

In the first place, the organism demands that the influencer clearly let its followers know when a brand has paid for advertising space in its channels, when they have given them products in exchange for taking them out in their posts or when they have borrowed them. Likewise, it is necessary to clarify the relationship that is maintained or has been maintained with a brand throughout the last year and it is prohibited to mislead the consumer with texts that are not explicit or specific.

For this, he recommends moving away from all those phrases that do not clearly contain the word advertising, paid advertisement or similar. That is, to thank, collaborate, mention or sponsor practices that the CMA recommends leaving aside unless they are clearly indicated as “paid content”.

In addition, the use of advertising labels must always be at the beginning of the post and the rules apply to a wide variety of advertising formulas that range from simple gifts or paid spaces to affiliate marketing.

If these measures are not met, both the influencers and their representatives and the brands themselves can be warned by the agencies.

This time the British authorities have given a real ultimatum to the celebrities of the network. In fact, some like the singers Rita Ora, Ellie Goulding or the models Alexa Chung or Rosie Huntington-Whiteley have already committed to comply with the new rules of the game.

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