Consumer protection authorities have put digital influencers on notice.
The International Consumer Protection and Enforcement Network (ICPEN) has released a new set of guidelines, putting heat on fashion bloggers to disclose paid endorsements.
Australian consumer watchdog execuitve Delia Rickard has encouraged businesses to familiarise themselves with the new checklist.
"Consumers rely upon online reviews when make purchasing decisions and it is crucial that reviews are honest and represent the full spectrum of views.
“Compliance with these guidelines will build consumer confidence in online reviews and help review platforms, traders and digital influencers avoid regulatory action.”
The key message for traders and marketing professionals is to:
- ensure they do not prevent consumers from seeing the whole picture of genuine, relevant and lawful reviews;
- ensure they do not write, commission or publish fake reviews;
- ensure paid-for content is disclosed; and
- ensure other relevant commercial relationships are disclosed.
The core takeaway for digital influencers is to:
- disclose, clearly and prominently, whether content has been paid for;
- be open about other commercial relationships that might be relevant to the content; and
- give genuine views on markets, businesses, goods or services.
For more on the guidelines, head here.