#FuturePRoof has published a guide that addresses the need for influencer marketing governance in public relations. It provides clear guidance for practitioners and influencers themselves.
The #FuturePRoof guide aims to give public relations a voice around the critical area of governance for influencer marketing. It’s a challenging area of practice that sits between marketing and public relations, and earned and paid media.
Follow this link to access the guide: https://www.futureproofingcomms.co.uk/we-are-all-influencers-now
There were more than 16,000 complaints made about 14,000 online ads and social media posts last year according to the Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP) Annual Report 2018.
In the UK influencer campaigns are governed by existing Advertising Standards Authority (ASA) and Competition and Markets Authority (CMA) laws Chartered Institute or Public Relations (CIPR) and Public Relations and Communications Association (PRCA) members are also covered by their own codes of conduct.
The #FuturePRoof guide characterises the market, includes applicable media law and guidance from advertising, marketing and public relations. It covers guidance for campaigns where no money is exchanged, gifts in kind such as accommodation or travel, and financial payment.
The tension between earned and paid campaigns isn’t only a challenge for marketing and public relations practitioners. It has also led to influencers themselves breaching advertising and trading standards law.
According to Markets & Markets the global influencer market is currently estimated to £4.5 billion in 2019.
#FuturePRoof says that there is a growing need and opportunity for formal representation for influencers. Insurance company Hiscox launched an influencer and public figure protection insurance policy in September 2018.
Sarah Waddington CMPRCA, Founder and Editor, #FuturePRoof.“The #FuturePRoof guide highlight best practice for brands, agencies and influencers. Everyone involved in a campaign has a responsibility to adhere to relevant advertising and media law.”
Scott Guthrie MPRCA, independent influencer marketing consultant, said: “The public relations industry has been slow to offer leadership on influencer marketing to practitioners and influencers. We’ve been here before with search engine optimisation (SEO), social media, and content marketing. It’s important that PR doesn’t miss out again.”
Francis Ingham MPRCA, Director General, PRCA, said: “Influencer marketing is a burgeoning area of our practice, but the number of cases brought by the ASA and CMA proves that too many influencers and practitioners are falling foul of the standards we expect.
“All PR professionals working with influencers have an ethical duty to ensure they – and those they work with – comply with the law. The PRCA Code of Conduct compels professionals to deal honestly with the public – that includes being transparent over any commercial agreements with third parties. Failure to uphold these standards damages trust in our industry.
“I welcome the #FuturePRoof guide to Influencer Marketing Governance for Public Relations. It delivers a comprehensive overview of the laws and best-practice approaches for influencer marketing. I urge those working in influencer relations to familiarise themselves with the guide. It’s time for us to get a grip on this – ignorance is not an excuse.”
The guide has been written by Scott Guthrie, and independent influencer marketing consultant, and Stephen Waddington, managing director, Metia, and Visiting Professor, Newcastle University.
It includes contributions from Jake O’Neill, senior marketing manager, Vuelio; Rupa Shah, Founder and Director of Hashtag Ad Consulting; and Andrew Terry, Partner and Head of Intellectual Property & Media, Eversheds Sutherland.