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.