New guidelines introduced for Irish influencers regarding paid posts

Paid social posts must be clearly labelled as ads from today onwards.

New guidance for Irish influencers regarding labelling ads on social media has been issued by the Competition and Consumer Protection Commission (CCPC) and the Advertising Standards Authority for Ireland (ASAI).

The CCPC and ASAI have said that customers must be able to “instantly recognise” commercial content on social media, with the new guidance relating to paid promotion, items ‘gifted’ by brands or PR agencies, as well as the advertising of own-brand products and services.

The guidelines state that if a brand has had an input in any aspect of the influencer’s post about the gifted product or service, the post must be labelled #ad.

“Otherwise, ‘#gifted is an acceptable label,” the two bodies have said, adding that if the post is in Irish, #Fógra should be used.

In a statement shared by RTÉ News, Kevin O’Brien, Member of the Competition and Consumer Protection Commission said:

“It is in everybody’s interest for influencers to be honest with their audience and transparent about their advertising.

“CCPC research found that many consumers felt misled after purchasing an item on the advice of an influencer, and that levels of trust in influencers generally are very low. Clear labelling benefits everyone.

“It is an offence to mislead a consumer and influencers who fail to comply with Ireland’s consumer protection legislation may be subject to enforcement action up to and including prosecution”.

Header image via Getty 

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