How are new regulations impacting influencer marketing?
Influencer marketing is the fastest growing online customer-acquisition method – is the law finally catching up to it? In recent years, the ASA has grappled with the rise of online ads, particularly on Instagram – in July alone, the Authority penalised a sleeping pill brand for using microinfluencers to endorse its medicines, and Ex On The Beach star Jemma Lucy was rapped for promoting weight-loss supplements.
The ASA’s partnership with ITV to guide Love Islanders on the do’s and don’ts of influencer advertising marked a more collaborative approach to helping influencers and brands keep on the right side of the law. However, are we still facing the possibility of a major industry fine for breach of advertising rules? Steve Kuncewicz, partner at law firm BLM and one of the UK’s leading legal experts on influencer marketing, discusses brand safety, transparency and the evolving legal landscape as it races to keep up with the rise of influencers; how can companies protect their brand when leaving promotion in the hands of non-affiliated accounts, and how exactly can influencers ensure transparency with their followers?
About the Speakers:
Steve specialises in intellectual property, media, privacy and communications-related issues, working mainly with the creative, digital, technology and advertising sector with a nationally-recognised niche specialism in issues involving social media and online privacy.
Steve deals in both contentious and non-contentious matters, ranging from litigation before the High Court to regulatory investigations and adjudications involving the ASA and ICO to cross-jurisdictional disputes and complex advisory work, reducing commercial, reputational, regulatory and legal risk.
Working across the public and private sector, and with both agencies and those who buy from them, Steve leverages commercial expertise gained during his time in house and a passion for the sectors he works with for the benefit of his clients.
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