ASCI – Influencer Ad Guidelines – Need for a Legal Binding Framework
ASCI – Influencer Ad Guidelines – Need for a Legal Binding Framework In recent times, we have witnessed the rise of Influencer Marketing as a very popular advertising medium. With its reach rooted in social media (such as YouTube, Instagram, Snapchat, etc), it has proven a very effective new marketing frontier for almost all types of brands globally. It has thus posed a challenge for law to regulate, as it does involve the traditional advertiser and consumer, but in addition, it also involves the Influencer. This has necessitated a new and innovative set of rules of governance, more so from the point of view of both advertising businesses and consumers, since social media has blurred the line between fans / followers and consumers, and those between online social interactions and advertising. This has posed challenges to the understanding of consumer rights, and advertiser rights and obligations, in the backdrop of unfair trade practices (UTP) 1 and consu...