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franchise.co.nz – PUTTING PEOPLE IN BUSINESS
Franchise Management
sing influencers or brand ambassadors to promote your business?
Advertising Standards Authority (ASA) publishes guidance on its
website, which clarifies its expectations around influencer advertising.
This aims to increase transparency and provide consumers with
clearer identification of ads in influencer content. While the guidance
is not binding on the ASA’s decision-making boards, it is intended to
help advertisers and influencers comply with the current Advertising
Standards Code, which took effect from 1 February 2019.
This guidance note arose out of the ASA’s handling of complaints
regarding influencer Simone Anderson. In 2020, the Advertising
Standards Complaints Board upheld four complaints about Anderson’s
posts on Instagram, finding her posts were adverts, but were not
clearly marked as such, potentially misleading audiences about her
relationship with the advertiser. This was the first ASA decision involving
substantive issues related to influencer advertising, leading the ASA to
issue further guidance.
The guidance defines an influencer as someone who influences their
audience’s choices, opinions or behaviours and earns income from their
content. This broad definition includes most social media users but
hinges on income generation, which could take the form of payments,
gifts, free products, event tickets or other compensation.
Advertisers and influencers must ensure their adverts comply with the
Code. The Code defines an advert as any message controlled by an
advertiser with the intent to influence audience choices or opinions.
Rule 2(a) of the Code states: “Advertisements must be identified as
such.” This rule sets a high standard, requiring influencers to take steps
to identify their advertisement content appropriately.
Consumers may naturally know they are seeing adverts. However, if
there’s any doubt about a post’s nature, influencers are advised to
label their posts with “Ad,” “Advert” or “Advertisement” (either with
or without hashtags). The label must be prominent, clear and easy
to spot. While additional labels are allowed, they cannot replace the
required identifiers.
For clarity, influencers must label posts featuring gifted products or
services as advertisements, regardless of whether the advertiser
requires the influencer to post, or has any control over, the content. This
approach aims to cover all forms of compensation, making it clear to
audiences when influencers have received something of value.
Responsibility for compliance falls on all parties involved, so advertisers
and influencers are both accountable under the Code. To manage this
effectively, advertisers are advised to establish formal agreements with
influencers, clearly outlining each party’s obligations and expectations,
to reduce the risk of unintentional
brand damage.
For influencers
or brands using
influencer marketing,
seeking expert
guidance can be
beneficial to navigate
the ASA’s guidance
and maintain
compliance with
the Code.
Wynn Williams
www.wynnwilliams.co.nz
Contact
Katrina Hammon
09 300 2647
021 221 8847
katrina.hammon@
wynnwilliams.co.nz
Advertiser Info
Wynn Williams on what
advertisers need to know about
influencer marketing
UNDER THE
INFLUENCE
Liquorland is New Zealand’s premium liquor
franchise with over 170 stores nationwide.
Liquorland benefits include:
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Excellent supplier terms
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Support office expertise in operations,
merchandise, finance, IT and marketing
•
Annual profit share rebate
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Airpoints, Click & Collect and Online Delivery
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Ongoing product and service training
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National promotional and marketing programme
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Over 40 years’ experience as a Franchisor
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Alignment with Foodstuffs NZ
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New Zealand’s most preferred liquor retailer*
If you’re customer focused and
in search of a franchise business
that can provide stability and
consistent returns, now is an
exciting time to join Liquorland
If you’re interested in becoming a Liquorland
franchisee please email Dave Yurak at
davey@liquorland.co.nz
*Shopper Tracker Statistics 2023, Reader’s Digest customer
preferred Liquor Retail Chain Gold Award 2023 (8 years running)
www.liquorland.co.nz