London,
06
February
2020
|
15:05
Europe/London

ASA publish updated influencer marketing guidance

The Chartered Institute of Public Relations (CIPR) has welcomed new, updated guidance from the Advertising Standards Authority (ASA) on the rules of influencer marketing. The guide (PDF) - published in partnership with the Committee of Advertising Practice (CAP) and the Competition and Markets Authority (CMA) - provides clarity on advice for influencers on relevant rules surrounding influencer marketing including how to make clear adverts are adverts and who is responsible for enforcement.

It includes an infographic (PDF) on establishing whether a post is an advert and whether or not it needs to be labelled as such.

CIPR's new Influencer Marketing Panel - to lead the exploration of the impact of influencer marketing on public relations and the wider business community - will shortly be launching with the publication of three new guides designed to advise public relations professionals on best practice.

Scott Guthrie MCIPR, co-chair CIPR Influencer Marketing Panel
The CIPR influencer marketing panel welcomes the key advice resources freshly updated and re-launched today. They will help our members continue to deliver best-practice advice and campaigns for our clients in an industry set to be worth up to £11.5 billion globally by 2022.

Anyone endorsing, promoting or reviewing a product or service on social media must disclose clearly and prominently when they have received any payment, benefit (such as a free gift) or any other incentive. Lack of effective disclosure erodes trust with an audience. It contravenes government-set rules and regulations. And it breaks the Code of Conduct that all CIPR members are bound by.
Scott Guthrie MCIPR, co-chair CIPR Influencer Marketing Panel

Recent State of the Profession research revealed more than half of (52%) of public relations professionals spend most or some of their time working on influencer relations. 

Notes to editors

About the Chartered Institute of Public Relations

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners in the UK and overseas with nearly 10,000 members.

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).