{"id":3804,"date":"2018-07-12T17:30:23","date_gmt":"2018-07-12T21:30:23","guid":{"rendered":"http:\/\/acaweb.ca\/en\/?p=3804"},"modified":"2018-07-12T17:39:42","modified_gmt":"2018-07-12T21:39:42","slug":"influencer-marketing-the-dos-and-donts-of-disclosure","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2018\/influencer-marketing-the-dos-and-donts-of-disclosure\/","title":{"rendered":"Influencer Marketing: The Do\u2019s and Don\u2019ts of Disclosure"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/07\/pexels-photo-872957-300x217.jpeg\" alt=\"\" width=\"300\" height=\"217\" class=\"alignleft size-medium wp-image-3805\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/07\/pexels-photo-872957.jpeg 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2018\/07\/pexels-photo-872957-242x175.jpeg 242w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>There\u2019s no question that brands and influencers have to make their relationships clear to consumers. The Canadian Code of Advertising Standards requires disclosure of material connection, and the Competition Bureau enforces laws about misleading marketing practices.<\/p>\n<p>What many marketers are unsure of, however, is how and what to disclose. To help marketers put disclosure into practice, Ad Standards\u2019 influencer marketing steering committee recently developed <a href=\"http:\/\/acaweb.ca\/en\/resource\/influencer-marketing-steering-committee-disclosure-guidelines\/\">influencer disclosure guidelines<\/a> (available for download). These were shared at a <a href=\"http:\/\/acaweb.ca\/en\/events\/the-dos-and-donts-of-influencer-marketing-new-online-disclosure-guidelines\/\">recent ACA webinar<\/a> presented by committee chair Richard Wong, VP of Marketing and Creator Relations at #paid, and Jani Yates, President and CEO of Ad Standards.<\/p>\n<p>The overarching principle is \u201cupfront is best,\u201d said Wong. Disclosures are meant to provide transparency and honesty to all viewers of the sponsored content. Secondly, when in doubt, spell it out. \u201cIf you\u2019re not sure whether to disclose it or not, generally it\u2019s much safer to disclose,\u201d said Wong.<\/p>\n<p>&nbsp;<\/p>\n<h3>Here are some of the do\u2019s:<\/h3>\n<p><strong>Disclosures should be clearly communicated and use widely<\/strong> <strong>accepted terms. <\/strong><\/p>\n<p>Hashtags that are widely accepted and recognized include #ad, #sponsored and #XYZ_Partner (where \u201cXYZ\u201d is the brand name), and in French: #pub, #commandit\u00e9 and #XYZ_partenaire. Disclosures can also be made through plain language, for example, \u201cI\u2019m excited to be working with X brand on the launch of product Y.\u201d<\/p>\n<p><strong>Disclosures should be upfront and identifiable, especially in video. <\/strong><\/p>\n<p>Messages about a brand partnership should be placed prominently at the beginning of a video, as it\u2019s more likely that a disclosure at the end of the video will be missed. In a YouTube video, for example, an influencer can mention the partnership in the caption, as well as talk about it at the start of the video.<\/p>\n<p><strong>Disclosures should be independent of social media network or channel-specific settings.<\/strong><\/p>\n<p>Many social media platforms offer a feature to disclose an advertising relationship, but they\u2019re not sufficient on their own. For example, a \u201cpaid partnership\u201d message in a video might flash on the screen for just a few seconds. A platform\u2019s disclosure feature should be used along with other best practices.<\/p>\n<p>&nbsp;<\/p>\n<h3>Here are some of the don\u2019ts:<\/h3>\n<p><strong>Hidden disclosure.<\/strong><\/p>\n<p>Disclosures need to be clear and conspicuous. If they\u2019re buried in a hashtag list, or are well below the main message of the post, they could be considered hidden.<\/p>\n<p><strong>Blanket disclosure.\u00a0 <\/strong><\/p>\n<p>Blanket disclosures in an influencer\u2019s profile\/about section don\u2019t meet mandatory disclosure criteria because people visiting the site might read individual reviews or watch individual videos without seeing the disclosure on another page.<\/p>\n<p><strong>Ambiguous hashtags.<\/strong><\/p>\n<p>Ambiguous phrases or hashtags, such as #ambassador, #collab, #spon and #promo don\u2019t make it clear that there is a material connection, and consumers might not understand what these terms mean. \u201cAt the end of the day, it\u2019s about [being] upfront and clear to the consumers who are viewing this content,\u201d said Wong.<\/p>\n<p>When material connection isn\u2019t properly disclosed, brands not only risk monetary penalties, they risk negatively impacting consumers\u2019 perception of the brand.<\/p>\n<p>Yates pointed out that in an Ad Standards consumer survey, 91% of respondents agreed it\u2019s important that consumers understand if marketing is sponsored, and 85% said their perception of a brand improves if it is transparent about product placement.<\/p>\n<p>\u201cThe great news about this is for anyone who felt that if you do disclose, it might have a [negative impact], that\u2019s not the case,\u201d said Yates.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s no question that brands and influencers have to make their relationships clear to consumers. The Canadian Code of Advertising Standards requires disclosure of material connection, and the Competition Bureau enforces laws about misleading marketing practices. What many marketers are unsure of, however, is how and what to disclose. To help marketers put disclosure into [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[128],"tags":[812,813,528],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencer Marketing: The Do\u2019s and Don\u2019ts of Disclosure | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2018\/influencer-marketing-the-dos-and-donts-of-disclosure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing: The Do\u2019s and Don\u2019ts of Disclosure | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"There\u2019s no question that brands and influencers have to make their relationships clear to consumers. 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