Advertising sector launches quality label for influencers
On Tuesday, the Belgian advertising sector and an association representing influencers announced they are joining forces to launch a new quality label for influencers. Only content creators that prove they understand and apply advertising regulations receive the label.
The self-regulatory scheme aims to protect consumers while helping brands identify influencers who comply with transparency and advertising standards. To obtain the label, influencers must complete an online course and pass a test with a score of at least 70 percent. They must also pay an annual fee of 49 euros.
The quality certificate is an initiative by the Belgian Advertising Council and the Influencer Marketing Alliance (IMA), part of the digital business federation FeWeb.
“The Influencer Certificate is proof that an influencer knows the rules of advertising and transparency,” the organisers said. “That’s not always straightforward: consumer protection rules are spread across different authorities. This course helps influencers navigate them.”
“The Influencer Certificate is proof that an influencer knows the rules of advertising and transparency”
Influencers who join the scheme agree to have their social media posts monitored by the Jury for Ethical Practices in advertising (JEP), the self-regulatory body of the Advertising Council. If a post fails to fully comply with the rules, the JEP will first contact the influencer to offer advice and suggest voluntary corrections rather than impose sanctions.
However, the JEP may suspend or withdraw the certificate from influencers who repeatedly break the rules. In serious or persistent cases, the jury can also refer the matter for further review.
PHOTO © IMAGEBROKER
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