Everyone looking for online transparency


INSIGHT
Published
Oct 26th '23
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The world is changing rapidly, just like our way of communicating. Every day there are more content creators and the share of advertising in online channels is increasing. Getting a grip on influencer marketing is a shared desire in search of more trust. Online transparency is therefore the talk of all towns. That is why the industry itself has previously launched the European DiscloseMe tool and the website influencerrules.com.

 

The European Commission also wants to increase knowledge about and compliance with the rules, and launched the Influencer Legal Hub on October 16. Here you will find basic information (via videos and checklists) about the European rules for fair trade practices, which also apply to influencers.

 

During the launch of the European Commission’s online tool, views were exchanged on the importance of transparency with a journalist/content creator, an influencer agency, the European Consumer Organization BEUC, the Belgian regulator and our European organization EASA. The latter organization, to which the SRC is affiliated, welcomed the European Commission’s initiative because, like self-regulatory organizations, it wants to promote responsible advertising.

 

EASA also emphasized that self-regulatory organizations offer space for the business community to come together at a national level and to agree on advertising rules in addition to legislation. In addition, training and advice are offered, and self-regulatory organizations work on awareness and information. Monitoring compliance with advertising codes is also possible, in addition to handling (consumer) complaints about advertising (about 50-60,000 per year within the EU).

 

During the launch, it was announced that the European Commission, together with European consumer law supervisors (united in the CPC network) , will conduct a so-called sweep into influencer marketing in the coming weeks , in which online posts by influencers are checked for compliance with consumer rules.

 

For more information, visit the following websites of the European Commission and the ACM:

 

 

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.

 

Did you forgot to #ad? Is your Instagram advertising missing a disclosure message?

 

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