Social media
Belgium –
Advertising must be recognizable as advertising. Many influencers still don’t understand this, a study shows. “If you say something is an advertisement, people are more likely to swipe away.”
Kim Van Oncen, Average Rob, Véronique Leysen, Tiany Kiriloff, Astrid Coppens, Dorien Reynaert… The list of influencers and vloggers who have been reprimanded because their advertising on social media was not recognizable enough as advertising is long. Usually it remains just warnings, but at the beginning of this year Sarah Puttemans – Viktor Verhulst’s girlfriend – was the first Flemish influencer to be fined for violating the rules regarding advertising on social media. A new study of 576 European influencers by the FPS Economy shows that 80 percent violate the advertising rules. Of the 31 Belgian influencers surveyed, this is even 90 percent. Not a single influencer with their own webshop complied with the economic rules.
Ludovic Lenaerts is not surprised that so many influencers were exposed in this study. At NegenZestien he manages influencers such as Stien Edlund and Jonatan Medart. “It is true that there are many cowboys on social media who do not respect the rules. Too bad, because there are also many influencers who are well aware of their words and their influence. We help them to respect the rules. That is not obvious, because those rules sometimes go quite far. So far, none of our influencers have received a fine, but they have received warnings. That proves that we have the space to adapt.”
Too complex rules
One of those influencers is Stien Edlund (22), good for 5.7 million followers on Tiktok, 299,000 on Instagram and 179,000 on YouTube. She had previously received warnings, also in connection with her webshop. Not illogical, says her father Krister. “The rules are sometimes really complex. For example, she gave a discount on a sweater, but that turned out to be contrary to the rules regarding sales and restricted periods. We didn’t know that, luckily you don’t immediately get a fine.”
According to Krister Edlund, it costs followers and views to clearly state that it is advertising. “Stien told me that she notices that. People click away, just like they skip through commercials on TV. But if the rules apply to everyone, that doesn’t have to be a problem.”
According to Ludovic Lenaerts, it is true that paid advertising on social media is less popular. “Then it is up to us to work with the influencers to create videos that are interesting enough.”
Acid’s bedroom
In addition to the advertising rules, failure to publish all required company information also remains a problem for influencers. “That is mandatory,” says Lien Meurisse of the FPS Economy. “A baker must also publish his details such as an e-mail address and social address.” Many influencers do not want to release that information because their company is located at their private address. Youtuber Acid has previously strongly resisted this obligation: he makes his videos from his bedroom. Influencers can buy an address in a business center for 105 euros, but that may not be a simple PO box address: they also have to work there partly.
