PRII Guidelines on Engagement with Social Media Influencers

The PRII Guidelines on Engagement with Social Media Influencers state that: "When engaging with Influencers, it unethical and illegal to pay for space, endorsement or positive comment without that being clearly declared as such. Fundamentally, the principles of engagement with traditional media, also hold true for social media influencers."

News must be provided without charge or hidden reward for its use or publication and it is unethical under the PRII Codes of Ethics to attempt to deceive public opinion or its representatives. Failure to comply with can result in disciplinary action. It is also illegal under the Consumer Protection Act 2007, for editorial content to be used to promote a product if it is not made clear that the promotion is a paid promotion.

The PRII Guidelines on Engagement with Social Media Influencers have been developed in light of the depth and scope of our members' backgrounds and working briefs and to reflect a considerable broadening of the role and responsibilities of PR professionals from the traditional media relations base, to highlight its cross-functionality with a variety of disciplines including journalism, advertising, marketing, legal, financial, healthcare and commercial functions which we work with.

Members of  PRII subscribe to a number of codes of ethics and best practice including the Code of Lisbon, the Code of Athens, the PRII Code of Practice for Public Affairs and Lobbying and Social Media Guidelines.

These codes promote integrity and clear understanding in the implementation of public relations programmes and activities and are available for reference under the About PRII section of this  website.

The PRII Guidelines on Engagement with Social Media Influencers state that: "When engaging with Influencers, it unethical and illegal to pay for space, endorsement or positive comment without that being clearly declared as such.

News must be provided without charge or hidden reward for its use or publication and it is unethical under the PRII Codes of Ethics to attempt to deceive public opinion or its representatives.

The PRII Guidelines on Engagement with Social Media Influencers sit alongside our Code of Ethics and Members can access up-to-date resources [click here, log-in required], including a recording of our recent webinar with the ASAI and CCPC, as well as their guidance, allowing PRII Members readily access the information they need to help them comply.

To help with the practical adoption of the The PRII Guidelines on Engagement with Social Media Influencers we 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.

It is unethical and illegal to pay for space endorsement or positive comment without that being clearly declared as such.

It is forbidden under the PRII Codes of Ethics to attempt to deceive public opinion or its representatives. News must be provided without charge or hidden reward for its use or publication.

Failure to comply can result in disciplinary action.

It is illegal under the Consumer Protection Act 2007 for editorial comment to be used to promote a product if it is not made clear that the promotion is a paid promotion.

Conviction can lead to a penalty of up to €3,000 fine and six months in prison.

There are also certain Revenue guidelines which members and influencers should be aware of in order to comply with their tax obligations.