According to the Advertising Code Committee, the risks and possible consequences of an intervention must also be highlighted in marketing statements. Hermans: “In every advertisement, including influencer marketing, the slogan ‘watch out, making yourself more beautiful can turn out ugly, a successful procedure starts with a suitable doctor’.”
Consumers appreciate this transparency and increasingly want large companies and influencers to be held accountable. That is why it is good to consider that Roelvink himself also benefits from this video, says Hermans. “It is a smart step to measure your criticism widely, because it shows that you want to do the right thing as an influencer. That is smart marketing, because it is good for your own image.”
But is that a bad thing, if sharing the message also has a positive effect on the followers? Hermans thinks not. Vaartjes also hopes that the call will allow people to do more research into possible medical interventions. “He was not properly told that you will suffer from this for the rest of your life.”
From wrong path to right path
The video seems to trigger such a reaction, Roelvink says today. Apart from the many reactions and media requests he has received, he also receives messages from people who wanted to do a similar procedure and now decide not to do it.
The model is happy with that. “I advise everyone not to think twice but three times before doing such a procedure,” he urges followers. “A message from me to my followers that I may have put on the wrong path before but have now got it back on the right path.”
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