Increased Regulations and Fresh Restrictions Sought for "Influence Advertising" by Deco
Call for Clearer Rules on Influencer Marketing in Portugal
Social media influencers need to play by the rules, says Portuguese Consumer Defense Association (Deco) in a bold statement released Monday. The association urges for a revamp of the Advertising Code to better tackle the unique challenges posed by influencer marketing.
In the digital age dominated by social media, influencer marketing has swiftly transformed the advertising landscape, now considered the most impactful form of online advertising. However, despite efforts to sensitize promoters about advertising laws and encourage ethical commercial communication, Deco points out that hidden advertising continues to persist, often unrecognizable as such.
Deco tosses examples of common influencer marketing practices requiring more transparency and clear boundaries. These include the ambiguous promotion of aesthetic procedures, dietary supplements, and weight loss plans, areas where unclear advertising can potentially sway impressionable audiences negatively.
In response, Deco advocates for strengthened regulations and new restrictions to fortify advertising transparency on digital platforms, simplify rule implementation, and shield the vulnerable.
European Advertising Standards Alliance (EASA) guidelines on responsible influencer marketing practices may play a role in informing Portugal's regulatory approach in the future. As the digital world evolves, expect Portugal to follows broader European trends and possibly adopt stricter regulations, possibly mandating clear disclosure of sponsored content and harsher penalties for non-compliance.
While specific new rules are still underway, there's a growing momentum for increased transparency in influencer marketing, particularly in sectors like aesthetic procedures, dietary supplements, and weight loss plans. The well-being of consumers remains at the heart of these initiatives.
Influencer marketing, a significant aspect of modern business and technology, necessitates clearer rules due to its pervasive impact on advertising. The Portuguese Consumer Defense Association (Deco) is advocating for stricter regulations, especially in sectors like finance (aesthetic procedures, dietary supplements, and weight loss plans), to ensure ethical commercial communication and protect consumers from deceptive practices.
