Influencer Advertising in New Zealand

Introduction to Influencer Advertising in New Zealand

Influencer marketing has emerged as a powerful communication medium, bridging the gap between brands and their target audience in a more personal and interactive manner. As with all forms of advertising, ensuring clarity, authenticity, and transparency is paramount. In New Zealand, the Advertising Standards Authority (ASA) has published guidelines that delineate the do's and don'ts of influencer advertising. The guide details what constitutes advertising content to ensure that consumers instantly recognise ads and understand the implications of non-compliance. For the full rundown, you can download the complete 'Influencer Help Guide' below or from the Advertising Standards Authority of New Zealand's official website. This guide not only provides a detailed understanding of the standards set but also addresses frequently asked questions, ensuring that influencers and advertisers operate within established guidelines.

1. What Constitutes Influencer Advertising Content?

  • Monetary or non-monetary payments to influencers to promote a brand or advertiser.

  • Any content is controlled through a formal or informal agreement with an advertiser.

  • Content incorporating specific ad materials from advertisers, such as keywords, themes, and hashtags.

  • Additional posts about a product/service beyond the contracted agreement.

  • Advertiser's influence over content creation, approval, and publication.

  • Promotions by brand ambassadors.

  • Posts with discounts or affiliate codes.

  • Inclusion of competitions or giveaways by the advertiser.

  • Content about the influencer's products/services.

2. Guidelines for Making Ad Content Identifiable:

  • Ad content should be immediately recognisable to consumers without additional interaction.

  • Both influencers and advertisers are responsible for clearly identifying ads.

  • Contractual agreements should specify expectations on ad identification.

  • Clear and prominent disclosures should be used, separate from other hashtags or links.

  • Utilise platform-specific tools like Branded Content or Paid Partnership features.

  • The content's initial interaction should explain its advertising nature.

3. Consequences of Non-compliance with ASA Codes:

  • Advertisers and media might be required to take down non-compliant advertisements.

  • Content under complaint, if upheld, should be removed from influencer highlights and not reused.

  • All ASA decisions, including advertiser and influencer names, are publicly accessible, posing a reputational risk.

  • Some decisions set precedents for future judgments.

4. Overall Theme: The guide from the ASA is designed to help influencer advertising in New Zealand, emphasising the importance of transparency and compliance with ASA Codes. It provides a comprehensive understanding of what qualifies as advertising content, how to clearly label it, and the potential consequences of not adhering to set standards. The document ends with a FAQ section for further clarity on the topic.