London,
03
October
2018
|
12:39
Europe/London

CIPR welcomes ASA's influencer marketing guidance

The CIPR has welcomed new guidance from the Advertising Standards Authority's (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 advice for influencers on how to ensure endorsements are labelled correctly.

Last year's 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. 
 

Sarah Hall Chart.PR, FCIPR, CIPR President
The law is simple - the public have a right to distinguish between authentic and paid-for endorsements and adverts.

As PR professionals, we have an ethical responsibility to ensure brands and influencers comply with the law. Failing to declare paid-for endorsements is a breach of our Code of Conduct. I urge any members working in influencer relations to familiarise themselves with the ASA's guidance.
Sarah Hall Chart.PR, FCIPR, CIPR President