For a long time now, New Zealand has needed a clear code for advertising so the general public know what is and what isn’t advertising. The Advertising Standards Authority (ASA) has now announced codes to apply to all advertising in all media, including Influencer advertising content, with ad label requirements that will apply to all ad content posted from 14th September 2020. I think this is an excellent change in the online community and will increase transparency with clearer disclosure.
What are ads?
What the ASA Code covers as ads is wider than what you might ordinarily class as ‘ads’. It covers giveaways and competitions, gifted products, promoting your OWN company products, use of affiliate codes and discount codes, as well as the more obvious brand ambassador, and paid ads.
KEY POINT
This is all about making it clear to consumers. Thus, all ad content must be easily identifiable as advertising by consumers.
LABEL THE FIRST POST
Consumers should know it is advertising at their first interaction with the ad content.
Labels or other means used to identify ad content must be
obvious,
clear,
prominent and
upfront
and they must be separate from other disclosures, hashtags or links.
IDENTIFY EACH STORY OR POST
Every post that includes ad content and each segment of a story that includes ad content needs to be identified as advertising.
GIFTED PRODUCTS
All gifts must be identified as advertising, even if the advertiser has no control over the content.
CORRECT WORDING OF ADS
When an Influencer needs to use a label to identify ad content, the
ASA recommends the use of one of the following (with or without
hashtags) and it must appear at the first interaction consumers
have with the ad content: Ad, Advert, Advertisement. After using one of these, (not instead of!) Influencers may use additional words, with or without hashtags to further clarify the relationship such as Gift, Gifted, FreeGift, FreeSample, ProductReview, ProductTrial, FreeTrial, Ambassador, WorkingWith (advertiser name), Partner, FreeLoan, PRSample.
DO NOT USE
Do not use labels including #sp, #sponsored, #collab, and #sponsoredcontent, as these are not clear to consumers. Only use Ad, Advert, and Advertisement.
ALSO BE AWARE
Influencers should also be aware of other factors when posting ads, such as rules around health supplements advertising of alocohol and general advertsiaing standards about making claims about products. You should always consult the ASA guidelines on their website for details.
Info from the ASA website. Read the full report here on Influencer Disclosure.
Megan Robinson 2 September 2020