13 April 2018
PRII Members will be aware of the PRII Guidelines on Engagement with Social Media Influencers. These were drafted to update our code of best practice for members to reflect the new media / digital media landscape and to reiterate that the principles of engagement with traditional media hold true for social media, especially in terms of earned media and paid for media. These set out a number of principles for interaction for both PRII Members and, separately, their clients / employers on how they should approach their work with influencers. The PRII guidelines stress that it is unethical and illegal to pay for space endorsement or positive comment without that being clearly declared as such. The PRII guidelines can be downloaded here.
The Advertising Standards Authority for Ireland (The ASAI) have now also published guidance for Irish Bloggers and Influencers in relation to the transparency of online marketing communications.
These new FAQ’s were launched at an event held last Friday at the Facebook International HQ in Dublin. The ‘Inform and Engage’, event was attended by over 100 Irish bloggers, influencers and communications professionals.
The new FAQ’s were designed in conjunction with previous ASAI guidance and the ASAI Code of Standards for Advertising and Marketing Communications in Ireland. Their is to educate and support Irish bloggers in relation to their influencer marketing campaigns so that they are legal, decent, honest and truthful, and to ensure transparency and best practice in the interest of consumers.
In general, rules of the advertising code are that marketing communications should be clearly designed and presented, should not misrepresent their true purpose; and advertising should be clearly identified and distinguished from editorial content.
The ASAI outlined what they consider as payment as follows:
ASAI FAQ’s for Bloggers - click here.