'Influencer endorsements must always be labelled' - CIPR President
The Chartered Institute of Public Relations (CIPR) has welcomed an announcement by the Advertising Standards Authority (ASA) on the need for clear labelling of paid advertisements.
ASA figures reveal complaints about content on social networking sites in 2016 had risen to 1,824, up 193% from 622 in 2012.
More than half (52%) of public relations professionals now spend most or some of their time working on influencer relations, according to the CIPR's State of the Profession research.
The growth of influencers on social media offers PR professionals new opportunities. But those opportunities come with responsibilities. The public have a right to know the difference between authentic endorsements and paid-for content.
Working on behalf of an employer or clients to generate content from influencers who don’t reveal when they are being paid to promote a product, service or brand is against the CIPR Code of Conduct. Ethical conduct has never been more critical to PR and I'd urge anyone unsure of the rules to seek support from the CIPR, ASA or Competition and Markets Authority.
About the Chartered Institute of Public Relations
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is by far the biggest member organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).