Does that product really work? Are they being paid to
say that? Is that a genuine consumer review? As brands increasingly
turn to bloggers, vloggers and influencers to market their products
in the race for greater brand visibility, the line between unbiased
third-party opinions and paid-for endorsements continues to
Reflecting the fundamental "truth in advertising"
principles embedded in the laws of each of its 60 member countries,
the International Consumer Protection and Enforcement
Network has published three (3) guidance
documents for review administrators (Guide 1), traders
and marketing professionals (Guide 2) and digital influencers
These materials are intended to provide clear principles and
guidelines with respect to the online activities of digital
influencers, brands and reviewers.
The first guide is intended for
organizations and individuals that process consumer reviews and
speaks to transparency in review publications and the principles of
fairness and equality in collecting and moderating reviews.
Guide 2 is intended for businesses,
brands and marketing professionals, including search engine
optimizers that seek to promote their clients' goods and
services online. The guide addresses the issues of soliciting
consumer reviews, false reviews and the giving of clear
instructions to intermediaries and publishers.
The third Guide provides guidance for
digital influencers, such as bloggers, vloggers, tweeters and those
who post online content. The key principles addressed in the guide
are the clear and prominent disclosure of paid-for content, the
disclosure of commercial relationships between the digital
influencer and the brand/business, and the requirement to provide
his/her genuine views and opinions on markets, businesses and goods
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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