5 Tricks to Make Certain Your Influencer Advertising Is Not Deceptive
Research by GlobalW.ebIndex shows that consumers are more likely to consider a brand or product if their preferred influencer has promoted it, and that the greatest benefit of having an influencer discover a product is to see the product in action. Before and after the pandemic, influencers were a boon for marketers outsource creatively and promote their products as personal shoots and pop-ups remain canceled.
To help marketers comply with Federal Trade Commission (FTC) guidelines, the National Advertising Division of BBB National Programs prepared a summary five best practices to ensure that incentives for influencer and customer product reviews are transparent and honest.
# 1. Content stewardship
First, when working with influencers or incentivizing consumers to review their product, marketers should keep in mind that they may be responsible for the content of those posts. Given that incentive posts and reviews may be viewed differently than those published organically, the FTC requires material disclosures to be made. Brands that lack the required information may be responsible.
# 2. Disclosure disclosure
The National Advertising Division suggests that brands implement guidelines that inform the influencer or consumer of the need to disclose material contexts. The brand should then monitor the post or review to ensure that the correct information is provided.
# 3. Keep it simple
The information should be in clear language that consumers can understand, e.g. Bath. The organization found that a disclosure stating that an influencer was “hosted” by the brand did not adequately convey the nature of the relationship. A more effective disclosure would be, “I really love the free X-brand products.”
# 4. Keep it close
Brands should also ensure that disclosure in the mail, be it visual or acoustic, is in close proximity to the advertising message. For example, if the influencer posts about a product on their Instagram stories, the disclosure should be legible or audible while talking about the product. If the post is published on multiple platforms, such as both TikTok and Instagram, brands need to ensure that disclosure is made.
# 5. Do not be misled
Finally, brands need to ensure that the language used by an influencer or consumer about a product doesn’t make unsubstantiated statements about the product that are unsupported. The National Advertising Division suggests that brands adopt guidelines that require removing false or misleading reviews, just as they have guidelines for removing objectionable reviews.