Abstract

Legal and Ethical Aspects of Influencer Marketing is published by Promoty and highlights the main principles to be followed in influencer marketing. The document states that collaborative posts must be tagged, certain areas require special labelling (e.g. gambling and financial services advertising) and advertising in some areas is prohibited (e.g. alcohol, tobacco etc). It also states that the influencer has the right to share an honest opinion; the created content belongs to the author unless otherwise agreed; and that the influencer and marketer are equally responsible for social media advertising.