The Australian Association of National Advertisers (AANA) have released their best practice guidelines for Influencers collaborating with brands and sharing these images to their following across all marketing channels.
The AANA states that “This Guideline is a ‘best practice’ guide for marketers, their agencies and the community to help them understand what steps should be taken to ensure advertising and marketing communication is clearly distinguishable as such to the relevant audience. The AANA Codes are platform and media neutral and apply to all advertisers and marketers who promote brands, products or services to Australian audiences.”
Who do these guidelines apply to?
Brands, Agencies, Media, Influencers as well as anyone that is engaged in advertising or marketing a product to their audience.
Do these guidelines only apply to paid agreements such as sponsored Instagram posts or Magazine ads?
No. The AANA guidelines apply to any collaboration whether the agreement is for loaned product, gifted product (contra) or a paid partnership.
Will this affect Vamp campaigns?
No. Vamp has, and always will, give our influencers and content creators full creative control over any campaign they participate in. These guidelines come into place when the brand has control over the style of image or the comment accompanying their post.The AANA have provided best practice guidelines but they are common practice for VAMP already.
When will these guidelines come into effect?
March 1st 2017.
Why an industry regulator?
Self-regulation is considered by government and industry stakeholders as the most efficient mechanism for regulating marketing communication in Australia. It enables industry experts to work together collaboratively to find what they can progress as both technology and marketing channels change over time in a much more speedy manor than if set by Government.
Here are some of the key examples outlined by the AANA effecting Influencers and Content Creators.
Scenario 1: FabFaces sends a celebrity a set of make-up brushes for free without any stipulation that she must post comments about the products on social media.
AANA Guidance: Where there is no control by FabFaces over any statements the celebrity may make then any resulting communication is not considered to be advertising.
Scenario 2: FabFaces arranges with the influencer to post content on social media where FabFaces retains control over the content.
AANA Guidance: That content is likely to be considered a marketing communication and must be clearly distinguishable as such to the relevant audience, for example a tweet could include a tag @FabFaces #ad or if there are a series of connected tweets in a short space of time, the final tweet could include a brand tag e.g. #FabFaces #ad or similar wording.