AiMCO updates its Code of Practice encouraging influencers to disclose gifts
The Australian Influencer Marketing Council (AiMCO) has today released an update to the Influencer Marketing Code of Practice, providing clarity around gifting and ad disclosure. The changes are in alignment with the Australian Association of National Advertisers (AANA) Code of Ethics.
AiMCO is an industry body that elevates best practices in influencer marketing and promotes greater transparency. It launched its Code of Practice in 2020. In line with its goals, AiMCO has created a new ‘Guide to Gifting and Ad Disclosure’. The guide is informed by the recent changes to the AANA’s Code of Ethics, its implementation through Ad Standards and the recent reports on consumer complaints issued by the Ad Standards Community Panel.
There has been an industry push for transparency in influencer marketing with brands and influencers alike having been called out for AANA code breaches. Ad disclosure requirements have been shared and influencers and brands must be compliant to ensure adherence to Australian consumer law.
More awareness around the code has been generated, but AiMCO says given gifts and value-in-kind have been raised as grey areas. With that in mind, the updates to the guide provide clarity about when and how disclosure should be made with regard to gifts or value-in-kind products or services linked to influencer/creator content posted on social media.
Tegan Borman, the founder of Social Law and a member of the Best Practice Working Group, said: “The 2021 updates to the AANA Code of Ethics and supporting Practice Note have had a significant impact on how complaints in relation to Influencer marketing campaigns have since been determined by the Ad Standards Community Panel.”
“It’s been a pleasure to work collaboratively with the Industry to revise the AIMCO Code of Practice and create the Guide to Gifting and Ad Disclosure to reflect these changes, and to provide useful guidance and case examples to empower and support those working within the Industry to create transparent influencer marketing campaigns,” added Borman.