CIPR welcomes CMA investigation into influencer endorsements
The Chartered Institute of Public Relations (CIPR) has welcomed an announcement by the Competition and Markets Authority (CMA) on the need for clear labelling of paid endorsements by social media influencers.
The CMA launched an investigation following concerns that social media influencers are not declaring when they have been paid or rewarded to endorse goods or services. The body, which has the power to take enforcement action, has written to celebrities and social media influencers to gather information on their business agreements.
According to last year's CIPR State of the Profession research, more than half (52%) of public relations professionals now spend most or some of their time working on influencer relations.
Influencers' endorsements must always be clearly labelled. The public have a right to distinguish between authentic and paid-for endorsements. PR professionals need to be aware that working with influencers who fail to declare a paid-for endorsement is a breach of our Code of Conduct.
PR practitioners have a responsibility to their clients, the profession and the public to place ethics at the heart of all they do. I'd urge anyone unsure of the rules to contact the CIPR or the CMA for guidance.
As part of the investigation the CMA is asking members of the public who've bought products endorsed on social media to share their experiences.
- Download The Ethics of Paid and Earned Media skills guide (CIPR members only)
About the Chartered Institute of Public Relations (CIPR)
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 the largest membership 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).