Guidelines for Social Media Influencers

A social media influencer is an individual with a large or targeted audience of followers who has the potential to affect the purchase decisions of others and who may be approached by brands to promote their products or services.

Advertising standards aim to ensure that any paid content is clearly labelled as such. This means that consumers should be able to identify when a post by a social influencer is an ad, and when it is not.

Here is an overview of existing (self-)regulatory Guidelines implemented in ICAS markets worldwide to ensure a transparent disclosure of ads by social media influencers. Many of these guidelines are inspired by and consistent with the ICC Marketing Code.

Remark: “n.a.” means that Guidelines are currently not available for this market.

CountryGuidelinesDocument dateLanguage
AustraliaAustralian Association of National Advertisers (AANA) Code of Ethics Practice Note and The AiMCO Influencer Marketing Code of Practice 02/2021 and 08/2022EN
BelgiumRecommendations of the Communications Center regarding Influencer Marketing25/04/2022FR, NL
BrazilGuia de Publicidade Por Influenciadores Digitais and Tabela Pratica Para Influenciadores 08/12/2020PT
CanadaInfluencer Marketing Steering Committee Disclosure Guidelines and Interpretation Guidelines #5 (Testimonials, Endorsements, Reviews)Fall 2020EN
ChileSERNAC Interpretative Circular on native advertising and influencers13/07/2022EN
ColombiaGuia Guía de Buenas Prácticas en la Publicidad a Través de Influenciadores2020ES
SpainCode of Conduct on the Use of Influencers Fall 2020ES
IrelandASAI Guidance Note on the Recognisability of marketing communications23/02/2021EN
IndiaGuidelines for Influencer Advertising in Digital Media05/2021EN
ItalySocial Network and Content Sharing Section of the IAP Digital Chart and further information on Influencersupdated April 2019IT
MalaysiaContent Code May 2022EN
The NetherlandsSocial Media & Influencer Marketing Codeupdated 2022NL
New ZealandAd Help Information for Influencers and Influencer Check List 08/2021EN
PeruGuía de Publicidad para Influencers14/11/2019ES
PhilippinesASC Digital Guidelines for Regulated and Non-Regulated Categories15/02/2017EN
Portugalunder development
RomaniaRomanian Advertising Code26/08/2018EN, RO
SingaporeGuidelines for Interactive Marketing Communication & Social Media29/08/2016EN
South Africaunder development
SwedenSwedish Consumer Agency Guidance on marketing in blogs and other sociale media07/05/2018SE
United Arab EmiratesA Guide to Influencer Marketing in the United Arab Emirates Best Practices Charter07/04/2021EN
United KingdomInfluencers' guide to making clear that ads are ads06/02/2020EN
USAFTC Guide on the Use of Endorsements and Testimonials in Advertising and “Disclosures 101 for Social Media Influencers” (the “Guide”)17/12/2012 and 5/11/2019EN
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