Categories

October 21, 2020

My News on Point

Daily News Update From Top News Blog Around The World | Your News on The Go

Instagram Announces New Crackdown on Influencers Who Fail to Disclose Commercial Partnerships

2 min read

Following a recent investigation by the UK Competition and Markets Authority, Instagram has vowed to do more to protect consumers by ensuring that influencers disclose commercial relationships within their posts.

In the UK, and in many other nations, influencers are required to flag commercial arrangements by tagging their posts with #ad or #sponsored. But the CMA has found that many don’t do this. That could see Instagram itself face legal action – and in order to avoid such, Instagram has vowed to increase its action on sponsored posts.

Instagram plans to tackle the issue on two fronts:

  • First, Instagram’s looking to add a new prompt which would require influencers to confirm whether they’ve received incentives to promote a product or service before they can publish their post
  • Instagram’s also developing new algorithms to detect potential advertising content. It would then look to alert the relevant business, informing them of the platform rules around such

​This has been a long-standing concern – Instagram’s been working to address issues around proper disclosure in influencer marketing for years. Back in 2017, the platform added an option to tag a business partner in your post, in order to provide more clarity around such. 

Instagram partner tags

But as noted, many users still fail to adhere to the rules – and even when people do actually add the relevant tags, most still fail to meet the specific regulatory requirements.

A recent study found that more than three quarters of influencer promotions on Instagram hide the #ad or #sponsored disclosure beyond the main caption, meaning that users need to expand the text for the disclosure to be seen. According to regulations, influencer marketing labels need to be prominent enough that consumers will easily notice them, and hiding them lower down may actually still be in violation of official rules, and could also come under scrutiny.

Really, all influencer/brand partnerships, in all regions, should be required to use the partner tag, and I suspect that’s where Instagram will eventually move on this. But right now, the platform’s only committing to rolling out increased disclosure tools over the next year, and it’s not clear if the new measures will apply in all regions as yet.

But if you run influencer promotions, it may be worth tightening up your processes, and ensuring you’re providing clarity on partnerships ahead of the new push. The details may be unclear, but we do know that change is coming, and the expectations around such are likely to be ramped up very soon. 




Source link

Facebook Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Follow Us
  • Contribute to MyNewsonPoint - Register to become an author to contribute with your knowledge.
  • Send breaking news, releases, photos or videos of happenings around the world Us via
Live Updates COVID-19 CASES
  • World 41,189,939
    World
    Confirmed: 41,189,939
    Active: 9,349,588
    Recovered: 30,708,824
    Death: 1,131,527
  • USA 8,524,139
    USA
    Confirmed: 8,524,139
    Active: 2,749,812
    Recovered: 5,548,054
    Death: 226,273
  • UK 762,542
    UK
    Confirmed: 762,542
    Active: 718,575
    Recovered: ?
    Death: 43,967
  • Italy 449,648
    Italy
    Confirmed: 449,648
    Active: 155,442
    Recovered: 257,374
    Death: 36,832
  • Nigeria 61,630
    Nigeria
    Confirmed: 61,630
    Active: 3,708
    Recovered: 56,797
    Death: 1,125
  • Ghana 47,461
    Ghana
    Confirmed: 47,461
    Active: 397
    Recovered: 46,752
    Death: 312