Abstract

“Legal and Ethical Aspects of Influencer Marketing” is published by Promoty and it highlights the main principles to be followed in influencer marketing. It states that collaborative posts must be tagged, certain areas require special labelling (e.g. gambling and financial services advertising) and advertising of 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 influencer and marketer are equally responsible for social media advertising.