From the rise of TikTok to the emergence of Clubhouse, the pandemic has fueled our consumption of influencer and brand information via social media. Yet the ever-changing nature and popularity of different online platforms means that the existing guidelines of the Advertising Standard Authority (ASA) are increasingly open to interpretation.
Influencers, brands and platforms may unintentionally break regulations while consumers may find influencer marketing unclear and lacking in relevant signage. A recent survey of over 2,500 social media users in the UK found that more Brits are turning to influencers for financial advice. Indeed, almost a third (30%) of consumers who saw an influencer or celebrity give financial advice acted on it, although only a quarter (27%) of Brits actually understand the purpose of #advertising. , #affiliation and / or # gifted references on influencer posts. It’s clear that the rules of the road when it comes to influencer marketing are confusing and present a number of challenges for consumers and brands.
This year, Klarna formed an Influencers Council to tackle these issues, bringing together diverse stakeholders, from influencers to retailers, advertising experts and beyond. The advice has been put in place with the aim of providing complete clarity to consumers, brands, influencers and advertising organizations on what is acceptable and what is not when it comes to advertising products. and financial services – and ultimately eliminate confusion among consumers.
Over the course of several months, the board discussed everything from accountability, transparency and emotional language to geography and age range to create a thoughtful and in-depth set of guidelines that go beyond all guidelines available today.
Download this white paper to find out:
- A best practice guide for social media advertising through influencer marketing for all platforms
- A toolbox of readily available branding stickers, templates and badges to clearly illustrate the nature of a message
- How to ensure that social media advertising is completely transparent and clear to consumers across all platforms
- Where is the responsibility to make sure all audiences know when an influencer post has ad content
- Solutions to ensure that online advertising is mindful of those who care about their mental health or personal finances
You can download the full white paper for free here: