General considerations on the use of influencers, key guidelines

The rise of technology and social networks has given rise to the emergence of influencers

digital as new actors in the world of advertising and communication. These people have

the ability to influence the purchasing decisions and opinions of their followers, which has led brands to seek collaborations with them to promote their products or services effectively. However, this new way of advertising has posed challenges in terms of transparency, honesty and regulation.

Various countries and organizations have issued guides and guidelines to ensure that advertising through influencers is transparent and complies with ethical and legal standards. These guidelines emphasize the importance of clearly disclosing any business relationship between the influencer and the brand, being honest in recommendations, protecting consumers, and respecting applicable laws and regulations.

General considerations:

Clear Identification: Influencers must clearly and prominently identify when they are advertising or promoting a product or service. This includes using hashtags like

#Advertising or #Sponsored.

Honesty and truthfulness: Influencers must be honest and truthful in their recommendations and reviews, based on their actual experiences with the products or services they promote.

Protection of minors: When influencers advertise to minors, they must take special care to ensure that the content is appropriate and complies with current regulations.

Disclosure of business relationships: Influencers must disclose any relationships

commercial or financial that they have with the brand or the product they are promoting, whether through payments, gifts or any other type of compensation.

Respect for ethics and legality: Influencers must comply with local and national laws and regulations regarding advertising and consumer protection. They must also respect the ethical and professional principles of advertising.

The digital influencer phenomenon will continue to evolve and requires effective regulation and self-regulation to ensure consumer trust and the integrity of online advertising. Brands and influencers must work together to build a relationship based on transparency and honesty, for the benefit of consumers and the industry as a whole.