The Communication Center had already drawn up recommendations regarding influencers in 2018. Today it publishes new recommendations that will allow the Jury for Ethical Practices in Advertising (JEP) to better control the identification of the commercial relationship between advertiser and influencer, i.e. if there is a fee or the possibility of a fee. for the influencer, in exchange for their communication. In addition, the recommended entries to identify the commercial relationship are now more limited and targeted:
In view of the continuous changes in the communication sector, the importance of influencers in the promotion of brands, products and services, and the experience gained by the JEP, the Communication Center considered it necessary to evolve the applicable rules.
“I am pleased with this evolution of the rules on influencers, which have been drawn up in consultation with the various parties involved. These new recommendations provide better protection for consumers who have the right to always know whether a post on social media is an opinion, an experience or whether it is a commercial communication. These rules also provide legal certainty to the sector to ensure that consumers are properly protected,” said Sandrine Sepul, Director of the Communication Centre.
The Communication Center (formerly the Advertising Council) is the professional organization that unites the different communication professions in Belgium (advertisers, media, communication agencies and actors from the digital sector). The Communication Center devotes a large part of its resources to the JEP, an independent and jointly composed body, whose mission is to ensure fair, honest and socially responsible advertising. To this end, the JEP examines whether the content of advertising messages broadcast in the media complies with the rules of advertising ethics, based on the legislation and self-regulatory codes.
With regard to self-discipline, the Communication Center also tries to maintain the principle of a “level playing field” on the market. It is important that the same rules apply to all actors in the communication sector.
The Communication Center also aims to promote the economic and social role of the Belgian advertising sector. The Communication Center also makes an effort to emphasize the added value of advertising communication for the consumer.
Understand the rules on influencer marketing
Whether you are publishing advertising content on others’ platforms, or including promotional content from others on your website and elsewhere, you need to be aware of the influencer guidance.
Did you forgot to #ad? Is your Instagram advertising missing a disclosure message?
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