Australian advertising authority attempts to bring transparency to influencer branded content

A new provision in the code of ethics issued by the Australian Association of National Advertisers (AANA), seems aimed at brands and influencers who hawk their wares on social media. Coming into effect next week, the code states that sponsored content “must be clearly distinguishable as such to the relevant audience.” However, while AANA’s code of ethics is “best practice,” it is not legally enforceable. Although Australia is only now getting it together when it comes to influencer advertising, sponsored content in the U.S. has been required to be unambiguously tagged for years, with any influencer-branded content having to carry the hashtag ad. Similar rules apply in the UK, where if a brand has directly paid an influencer to promote a product and or brand on social channels they must carry an ad hashtag.