The Advertising Standards Releases Updated Disclosure Guidelines for Influencer Marketing

THE Advertising standards publish an updated version of the Disclosure Guidelines for Influencer Marketing, an essential best practice tool for influencers, advertisers and content creators.

First launched in 2018 and most recently updated in 2020, the Disclosure Guidelines for Influencer Marketing help influencers, brand ambassadors, advertisers, as well as advertising and public relations agencies to comply with the requirements set out in the law and in the Canadian Code of Advertising Standards. For content creators, they clarify when to disclose to the public that there is a material connection between an influencer and a brand, and how to go about publicizing this relationship.

“Influencer marketing is constantly evolving, but transparency and authenticity remain essential factors in maintaining public trust in advertising,” says Catherine BatePresident and CEO of Advertising standards. A material connection may exist between an advertiser and a content creator through contract, compensation, or another form of relationship. “A person must know this relationship when they are interested in content,” continues Catherine. Otherwise, and without this context, the impression created by the publication in that person’s mind may turn out to be false, incorrect or inaccurate.”

This new update of Guidelines moves away from making recommendations for each platform. Rather, it provides examples of appropriate disclosures for various types of content. This makes it easier to apply the guidelines to a variety of online activities, including postings on new and emerging platforms. Also included in this update are a wide variety of do’s and don’ts and, in plain language, examples of paid partnerships for static posts, posts with character limits, video posts, briefs (“stories” in English) and blogs. The document also addresses disclosure when it comes to products, experiences or events offered, affiliate marketing or a refer-a-friend program.

“We are grateful to the Influencer Marketing Steering Committee volunteers for their input and guidance to ensure this living document remains relevant to content creators and a practical tool for the advertising industry,” says Shelley SamelDirector of Legal Affairs and current Chair of the Influencer Marketing Steering Committee.

To further enlighten the industry on the subject, Advertising Standards will hold a webinar on December 6 with a panel composed of certain members of its Steering Committee on influencer marketing.