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ARTICLE · 16 FEBRUARY 2024

Influencer Marketing: How To Keep Your Practices Compliant

Miller Thomson
Miller Thomson
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Miller Thomson

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As influencer marketing continues to grow in popularity as a method of brand promotion and advertising, Ad Standards has recognized this trend and recently...

CanadaMedia, Telecoms, IT, Entertainment
Alissa Ricioppo
Alissa Ricioppo
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As influencer marketing continues to grow in popularity as a method of brand promotion and advertising, Ad Standards has recognized this trend and recently published an updated version of its Influencer Disclosure Guidelines (the "Guidelines"). As a result, now is a great time for advertisers to take stock of their current influencer marketing practices and make updates of their own. This article outlines some key considerations for advertisers looking to understand, monitor, and maintain compliance with applicable legal requirements as they engage in influencer marketing.

UNDERSTANDING COMPLIANCE REQUIREMENTS

Advertisers using influencer marketing campaigns are subject to the same legal requirements that apply to other advertisers. Generally, this means that the advertisement: (a) must not be materially false or misleading (as prohibited under the Competition Act), (b) must not infringe on the intellectual property rights of others, and (c) must comply with any

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