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INFLUENCERS IN IRELAND have been instructed from today to use the hashtag #Ad if their social media posts contain branded gifts or feature their own products.
The new rules have been devised by the Consumer Protection Commission (CCPC) and the Advertising Standards Authority for Ireland (ASAI), which published new guidance for Irish influencers regarding the clear labelling of ads on social media.
The guidance addresses paid promotion, items ‘gifted’ by brands or PR agencies, and the advertising of own-brand products and services.
The joint guidance has been developed following “extensive research, including experiments with eye-tracking technology and a survey of 500 social media users,” the two agencies said in a statement.
A number of influencers were also asked to review the new guidance and provide feedback to the CCPC, the statement said.
Under the new guidance issued today, Kevin O’Brien of the CCPC said “clear labelling benefits everyone”.
“Our research found that consumers consistently overestimated their ability to identify influencer advertising. This guidance will support influencers to comply with their obligations under the law so that consumers know when they are being advertised to,” said O’Brien.
“It is in everybody’s interest for influencers to be honest with their audience and transparent about their advertising. CCPC research found that many consumers felt misled after purchasing an item on the advice of an influencer, and that levels of trust in influencers generally are very low. Clear labelling benefits everyone.
“It is an offence to mislead a consumer, and influencers who fail to comply with Ireland’s consumer protection legislation may be subject to enforcement action up to and including prosecution.”
Chief Executive of the ASAI Orla Twomey said that consumers shouldn’t have to question if and when they are being advertised to and that it should be “instantly clear” when this is the case.
“The fundamental requirement for any advertising to be identifiable as such has been in existence for over 40 years,” she said.
“This new joint guidance will continue to improve compliance in influencer marketing, and consumer awareness and understanding in this area.”
Under the Consumer Protection Act of 2007, a trader (influencer in this case) must make it clear if their posts are of a commercial nature, otherwise they could be breaking the law by misleading consumers.
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Wonderful news! Common sense prevails. Rare but very very welcome.
This is great. If the kids with down Syndrome receive and are given the opportunity of a decent education then they will be fairly independent in later life.
They can hold down jobs and live a full and contribute to society.
Unfortunately the journal are jumping the gun on this one,while the bill will go uncontested,Minister Quinn have pulled the rug from under our feet,his new ‘special needs’ plan will precede all the that Finian McGrath has worked for and our kids will be at the bottom of the pile again,
cheers Ruairi,karma will win this one,I have no doubt!!!!
Seriously Nichola? That is a horrible thing for government to do.
That’s a start lets wait and see what Quinn has in store though. It would be really lovely if we as parents didn’t have to meet with the department inspectors to argue the case for keeping our child’s special needs assistant too.
Some good news :)
While this is very good news for children with Down’s syndrome and welcome, why is this only being offered to children with this specific diagnosis? There are many children who do not have an SNA or adequate resource hours at school because they “only” have mild intellectual disability.
The only reason for it coming up it is due to the very hard work of a group of parents and Down Syndrome Ireland supporters .
If this comes to into place then it points the way to all other interested groups. Everybody wants what’s best for every child no matter what their needs are.
The reason this is aimed at children with Down Syndrome was because Down Syndrome was not classified as a low incident disability and so resource hours were not guaranteed. This has now changed. Psychological assessments are used also in order to allocated resource hours presently. It’s true that you need a lobby group to enforce change but there are lots of groups out there who include all disabilities who could lobby on behalf of other children.
I am totally in favour of any resources being made available for people with disabilities but surely it would make more sense to provide resources to people depending on their level of intellectual disability rather than what disability they have i.e down syndrome. What about every other child who are born in this country with an intellectual disability that is an unknown syndrome or disorder. Surely more resources should be made available for them too. They should be passing a bill for mainstream schooling for people with mild to moderate intellectual disabilities, so every child is giving the chance not just down syndrome specific
Great news for those waiting for many years BUT ELECTION IS ON ITS WAY,,,
have your say