Purpose of the Guidelines is to help online influencers,
advertisers, agencies, media and platforms to protect the consumer,
who has the right to always know clearly if a social media post is
a commercial communication.
The Guidelines also offer legal security and certainty to
advertisers and influencers on what rules apply when making
influencer marketing and in turn, through this clarity, they can
assure that the consumer is being protected correctly.
Central themes are clarity (the commercial communication must be
clearly recognizable), honesty and transparence.
The Guidelines have been drawn up and are supported by all
relevant parties in the industry. Purpose is to provide practical
guidelines on how, when and what to disclose when engaging in
influencer marketing on any social media channel.
