Commercial Awareness Compass
Why regulators want more than just #ad
Brendan Collar
Published Thu, 09 Apr
Influencer marketing has become the go-to-method for companies trying to connect with consumers in recent years. These campaigns work by slipping seamlessly into a creator’s regular content and have become pivotal for the influencer business model. The core challenge for creators and corporations alike is ensuring that promotional content is almost indistinguishable from personal posts whilst still operating within a rigorous legal framework designed to protect the public.
Failing to clearly label a commercial relationship can lead to severe regulatory backlash and a breakdown in consumer trust between audiences and creators or brands. Is a simple hashtag enough to satisfy regulators? Who is legally responsible when an advertisement is buried in a sea of text? And how do multinational brands maintain compliance across the globe?
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