Abstract

The Austrian PR Ethics Council has created a non-binding “Influencer Guide” to answer questions about becoming and being an influencer. It focuses on determining when one becomes an influencer and when to mark posts as advertising. Therefore, it presents short questions that are easy to answer to ensure clarity. For example, one important factor is whether their posts reach a small circle of friends or a larger target audience, such as through publicly accessible social media profiles. Another consideration is whether the individual receives any form of compensation, whether financial, material, or immaterial, for promoting a product or brand.