Certificate and public register for influencers to promote transparency


INSIGHT
Published
Apr 22nd '24
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To increase knowledge of the rules and thereby promote transparency within influencer marketing, the DDMA, BVA and the Advertising Code Foundation have launched a certificate: ‘Certified by Influencer Rules.com’. With this certification, influencers and content creators can show that they want to advertise in a correct and responsible way. After obtaining the certificate through e-learning, the influencers are given a place in the public register.

 

Many influencers work with advertisers, but due to the amount of rules it is sometimes difficult for them to know what exactly is and is not allowed. Examples of this include using the correct hashtags and mentions per platform, promoting free products or at what age you may or may not target certain advertising. 

 

There is also a continuous influx of new creators and trends in the field of content. That is why the parties involved in this fast-growing sector have taken their responsibility and made agreements with each other.   

 

The SRC has started this initiative together with the DDMA and the BVA to create more awareness and transparency. The sector is following the French example, where certification was introduced in 2021. And with success: while 22% of influencers broke the rules before certification, only 1.05% of influencers did so after certification. More than 1,400 influencers have now been certified there. 

 

The certificate can be obtained at Influencerrules.com . The website creates an overview with the important rules in a row. To obtain a place in the register, you must complete an e-learning course and then take a test. The test is continuously updated and must be repeated annually, so that all parties are aware of the latest developments.    

 

The SRC regularly monitors whether content complies with the rules via an online monitoring system and provides recommendations and advice in case of observed missteps. Certified influencers are thus assured of extra aftercare.

 

For more information, go to:

 

Source: Advertising Code Foundation (SRC)

 

About Advertising Code Foundation (SRC) & Stichting Reclame Code (SRC)

The SRC has been the body in the field of self-regulation of advertising for over 55 years. The SRC promotes responsible advertising with the aim of ensuring the reliability and credibility of advertising.

 

The SRC deals with the self-regulation system of advertising in The Netherlands. Self-regulation means that the advertising industry (advertisers, advertising agencies and the media) formulates the rules with which advertising must comply. Both the advertising industry and consumers are represented in the board of SRC  and in the Advertising Code Committee and the Board of Appeal.

 

The advertising rules can be found in the Dutch Advertising Code. Anyone who feels that an advertisement violates the Dutch Advertising Code may submit a complaint to the Advertising Code Committee. This independent body decides after a transparent and swift procedure whether an advertisement conflicts with the Dutch Advertising Code. In case of violation of the Code, the Committee will recommend the advertiser(s) involved to discontinue such a way of advertising. The Compliance department will thereupon check whether the advertiser has put the recommendation into effect. SRC also offers the advertising industry services like Copy Advice and training, to help them prevent violating the rules. In this way, SRC encourages responsible advertising.

 

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