ASA eye on influencers

WELLINGTON, Wednesday: The Advertising Standards Authority has today released their Influencers AdHelp Information – making it clear that ads are ads.

ASA ceo Hilary Souter said: “This AdHelp Information has been developed to support the identification of influencer advertising content and highlight the collective responsibilities of Influencers, agents and advertisers in ensuring ad content is labelled for consumers.

“The identification of ad content requirements will apply to all influencer ad content posted from 14 September.

“The ASA recognised the need for strong guidance in the rapidly evolving space of influencer advertising.

“This resource was released in response to complaints we have received on this issue.”

“We’re pleased to release this resource in response to complaints and queries we have received on this issue.

“This will be followed up with training opportunities for the sector to support a level playing field across all media.”

“The ASA consulted with a range of individuals, organisations and agencies including the advertising industry, public relations and talent management industry, individual Influencers, government and non-governmental organisations and the public.

“Advertisers, agents and influencers are encouraged to register their interest in training through the registration form on the ASA website.”

• View the Influencers AdHelp Information Consultation Report here