Vloggers must signpost if they are advertising, states new ASA guidelines

New rules cover sponsorship, product placement and ‘advertorial’ vlogs.
Author:
Publish date:

The Advertising Standards Authority has produced new guidelines for vloggers who promote products online.

New ASA rules state that if a vlogger is paid to promote a product or service and an advertiser controls the message, vloggers must clearly signpost that they are advertising.

"Wherever ads appear we should be confident we can trust what an advertiser says; it’s simply not fair if we’re being advertised to and are not made aware of that fact," said Shahriar Coupal, the director of the Committees of Advertising Practice.

"Our guidance will give vloggers greater confidence that they’re sticking to the rules which in turn will help maintain the relationship and trust they’ve built with their followers."

The guidelines covers sponsorship, product placement and ‘advertorial’ vlogs, as well as vloggers promoting their own products and brands sending vloggers items for free with no editorial control of the content.

Related

5_Indies_69pg54.jpg

State of independents

The casualty list for independent toy retail has made for long and uncomfortable reading over the last few weeks, with several well-known names falling into receivership. But is it really a sign of some terminal decline or merely an inevitable conclusion for several troubled businesses? Jon Salisbury asks around?

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.