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British tackle covert marketing on social media

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Ellie Goulding, Zoella, Rosie Huntington-Whiteley and other British influences are on the knuckles. They can no more advertising on Instagram, Twitter or Youtube without explicitly.

The Competition and Markets Authority (CMA), the British consumentenwaakhond, has sixteen ‘influencers’ via a contract, be obliged to become honest when they advertise on social media …

The Competition and Markets Authority (CMA), the British consumentenwaakhond, has sixteen ‘influencers’ via a contract, be obliged to become honest when they advertise on social media. And the are not small names: the singers Ellie Goulding and Rita Ora, the popular vlogger Zoella and the models Rosie Huntington-Whiteley, Alexa Chung and Iskra Lawrence.

The CMA sent in August last year to dozens of influencers a stern letter, stating that they ‘in an immediately visible way’ had to indicate whether they were paid in money or in kind to demonstrate products or to mention in their messages.

Britons who have complaints about advertising, must appeal to the Advertising Standards Authority (ASA), but that may only campaigns to prohibit. Online product placement is usually one-off, so that takes a little. The CMA can take action against people, such as influencers, who are the advertising rules violated.

Soft drinks!!!! (sp)

The council did not say to whom the letter he had sent, but one of the complaints that the ASA received, went on Millie Mackintosh from the reality tv series Made In Chelsea. They had a video of a soft drink advertised, and somewhere in a corner, the hashtag #sp for ‘sponsored post’. That was neither the ASA nor the CMA sufficiently clear. Mackintosh is one of the sixteen influencers who are now the charter has been signed.

“You should be able to see that someone was paid or rewarded as soon as the post opens,” says Andrea Coscelli, director of the CMA, told the BBC. ‘Influencers have a huge impact on their fans to buy, he adds. ‘They feel rightfully deceived as the tip of their idol is no more than a marketing campaign.’

The British are not the only ones in action shooting. According to the experts the proliferation of people who have things to promote without the existing advertising and consumer directives to attract, will soon cause problems. The Belgian federal ministry of Economy announced last year in may strict guidelines, but drew that the day after the rules were supposedly too early published and they first wanted to have with the industry is required.

Advertising grabs in

The advertising industry decided in October itself recommendations for influencers to publish. But those were limited and did not demonstrate much knowledge of the market: there is a question of ‘control the message’ by the sponsors.

But the trump card of influencers is that they have no preconceived text opdreunen and spontaneously happen. In addition, the Jury for Fair Practice in advertising (JEP) an influencer to instruct to change the message or take away, but just as the ASA impose penalties. Economy Minister Kris Peeters (CD&V) left in October to know that the guidelines of the authorities came, but for now, they are not yet landed.


Meanwhile, come advertising campaigns with influencers increasingly discredited. The ‘luxefestival’ Fyre in the Bahamas hit despite solid ticket prices in no time sold out on the recommendation of influencers as Kendall Jenner, Bella Hadid and Emily Ratajkowski. The marketing campaign was a triumph, the festival not. The ‘privéjets’ proved rickety chartervliegtuigen, cocktail bars and luxechalets were still in construction, the meals of the “Michelin-quality” bleaching sandwiches with cheese. The photos of those rolls resulted in more negative feedback than the influencers of positive publicity had raised, say the skeptics.

Fyre was one of the rare products by world-renowned influencers was touted but still fake turned out to be. The real top names in work only with well-known brands. But they let themselves meanwhile for the same price to pay as a classic advertising agency. Many companies prefer to work with a large number of less well-known influencers.

Under the would-be influencers is the competition so fierce that they are the names of major sponsors and mention who they are (yet) no contract. Many prices obscure products. There are dozens of detox teas that you pounds weight loss promise without difficulty. It is waiting to mirakeldrankje health problems it appears to cause.

Proponents of body positivism, such as the actress Jameela Jamil (The good place), are increasingly angry at the unrealistic claims of those products. ‘Bunch of liars’, was not wrong to understanding the message of Jalil on Instagram(see photo).

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