AiMCO Publishes Influencer Marketing & Advertising Guides & More Latest News Here

The Australian Influencer Marketing Council (AiMCO) has released two guides to clarify influencer marketing and advertising requirements in response to concerns from regulators.

The specialist guides focus on responsible alcohol advertising, as governed by the ABAC Scheme (ABAC), a quasi-regulatory body, and the Therapeutic Goods Administration (TGA), a government health agency.

In recent months, regulators, including the Therapeutic Good Administration (TGA), have issued guidance and warnings to creators and brands working with them to ensure branded social media content meets the legal frameworks.

Aimco noted that the fact that the influencer marketing channel is attracting the attention of regulators shows another indication that it has matured as a channel as it continues to increase market spend.

The guides, developed by AiMCO’s Best Practices Working Group, share the knowledge and expertise of the industry’s leading legal and influencer marketing specialists. It also supports AiMCO’s Code of Practice launched in 2020 and updated in 2021, bringing new updates to address important issues.

AiMCO’s Influencer Marketing Guide for Advertising of Therapeutic Products has been developed to clarify the influencer marketing advertising requirements introduced by the TGA in early 2022 which came into effect on June 30, 2022.

The updated TGA code does not prohibit the promotion of therapeutic products by influencers, rather it aligns rules for creators and influencers on all advertisements for therapeutic products ensuring that they comply with the same requirements long-standing TGA than other advertising formats.

The AiMCO Guide:
• Addresses the TGA Advertising Code as it relates to influencer marketing
• Explains the difference between an endorsement and a testimonial (the latter not acceptable)
• Guides influencers and creators on important content considerations regarding the TGA Advertising Code; and
• Provides content scenarios to help clarify an endorsement versus a testimonial.

Detch SinghChairman of the Best Practices Working Group, Vice President of AiMCO and CEO Hypetap thanked the members of the two action groups and the Best Practices Working Group for the time and energy devoted to creating these guides for members.

Singh said: “As influencer marketing becomes more complex and nuanced with updated advertising requirements from regulatory bodies such as ABAC and TGA, it is important that AiMCO supports its members with guidance. specific and useful.”

The second guide for members is the AiMCO Influencer Marketing Guide to Responsible Alcohol Advertising which has been developed to ensure that AiMCO members understand the alcohol advertising requirements as administered by ABAC, including including a checklist that members can use, guidance on the writ and content rules, as well as two supporting documents, the first providing sample scenarios and the second a practical overview of campaign content.

Tegan Boorman, AiMCO’s Vice President, Best Practices Action Group Leader and Founder of Social Law Co. said, “It was a pleasure to work with so many diverse and committed AiMCO members to see these two guides come to life.

“Making sure members have the right tools to support their business is an important part of member value. The guides highlight some of the key issues for those working on influencer marketing campaigns in these areas and help members understand when they might need to seek legal advice and other professional support,” added Borman.

The guides are the latest initiatives designed to support members and follow the launch of the AiMCO Member Directory, the first of its kind allowing visitors to the AiMCO website to easily search and find companies that can provide services and support in the influencer marketing landscape.

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