Post by account_disabled on Jan 1, 2024 6:38:48 GMT
New year, new life for the influencer group as of January 1, 2021, after the Association for the Self-regulation of Commercial Communication (AUTOCONTROL) and the Spanish Association of Advertisers (AEA) have approved the new Code of conduct on the use of influencers in advertising . This new regulatory instrument must be respected starting next year by both advertisers and influencers who are attached to the entities that promote it. UOC collaborating professors of advertising law and online marketing celebrate the arrival of the code because they consider that it brings order to a relatively new and growing activity . Sergio de Juan-Creix , collaborating professor of advertising law at the UOC and lawyer at the Croma Legal firm, thinks that what the code does is put "black on white" aspects spread in other regulations that already existed.
The professor highlights, for example, "the principle of authentication or advertising identification." In fact, "everything indicates that any advertising must be identified as such, because otherwise it is considered Phone Number List covert," recalls De Juan-Creix. The professor says, however, that this does not mean that from now on all content has to carry a warning for the user. He emphasizes that " it is not necessary when it is evident that it is advertising, as, in fact, is already the case with television advertisements , in which it is evident that it is advertising." In addition, some influencers, outside the code, already indicated when content was promotional. In this sense, De Juan-Creix thinks that, despite fears, the influential model is safeguarded here. « It doesn't seem to me that this breaks their model, but rather that it gives them guidelines to know how to act; Furthermore, it is voluntary , not everyone is obliged to comply with it, only those who adhere to the code.
Companies also find in it a guideline to “know how to hire influencers to advertise,” he adds. Know the rules at a glance In a way, the code includes elements that can be found in Law 7/2010, of March 31, General Audiovisual Communication, Law 34/2002, of July 11, on Information Society Services and of Electronic Commerce, or Law 3/1991, of January 10, on Unfair Competition. "These laws do not talk about influencers because they are a new figure and they do not go into so much detail," says De Juan-Creix. The new code is added to other codes of conduct that AUTOCONTROL has regarding areas such as toys or medicines. The professor and lawyer believes that the code is beneficial for influencers who want to "integrate a little more into the system" and makes it easier for them to know what the rules are. By reading four pages you can learn everything you need to take into account to "become professional" and familiarize yourself with the procedures "that are faster than ordinary justice.
The professor highlights, for example, "the principle of authentication or advertising identification." In fact, "everything indicates that any advertising must be identified as such, because otherwise it is considered Phone Number List covert," recalls De Juan-Creix. The professor says, however, that this does not mean that from now on all content has to carry a warning for the user. He emphasizes that " it is not necessary when it is evident that it is advertising, as, in fact, is already the case with television advertisements , in which it is evident that it is advertising." In addition, some influencers, outside the code, already indicated when content was promotional. In this sense, De Juan-Creix thinks that, despite fears, the influential model is safeguarded here. « It doesn't seem to me that this breaks their model, but rather that it gives them guidelines to know how to act; Furthermore, it is voluntary , not everyone is obliged to comply with it, only those who adhere to the code.
Companies also find in it a guideline to “know how to hire influencers to advertise,” he adds. Know the rules at a glance In a way, the code includes elements that can be found in Law 7/2010, of March 31, General Audiovisual Communication, Law 34/2002, of July 11, on Information Society Services and of Electronic Commerce, or Law 3/1991, of January 10, on Unfair Competition. "These laws do not talk about influencers because they are a new figure and they do not go into so much detail," says De Juan-Creix. The new code is added to other codes of conduct that AUTOCONTROL has regarding areas such as toys or medicines. The professor and lawyer believes that the code is beneficial for influencers who want to "integrate a little more into the system" and makes it easier for them to know what the rules are. By reading four pages you can learn everything you need to take into account to "become professional" and familiarize yourself with the procedures "that are faster than ordinary justice.
