The Media Act has been amended. That entails new rules for youtubers, instagrammers and tiktokers. From July 1, influencers must adhere to a series of regulations that primarily target advertising. ‘These new rules provide plenty of room to enter into great partnerships.’
Have you just started your own YouTube channel or as an influencer on Instagram? Don’t worry: the rules only apply if you have more than 500,000 followers, publish at least 24 videos per year on YouTube, TikTok or Instagram, have a Chamber of Commerce registration and you earn from your videos. Influencers who do comply with this will fall under the supervision of the Media Authority from 1 July 2022 and will have to deal with additional advertising rules in the Media Act, which has been in force since 1 November 2020.
From next month, influencers must comply with advertising rules that also apply on television and must register with the commissariat. This ensures that influencers adhere to the rules and also fines them if they do not. The main rules are: be clear about advertising, take minors into account and make it known who you are.
According to the Social Media and Influencer Marketing Advertising Code, influencers – with more and less than 500,000 followers – were already obliged to be transparent about paid collaborations. The Media Act now makes an additional distinction between advertising, sponsorship and product placement.
Naomi van der Louw, lawyer at DDMA, the trade association that represents all parties in the industry, explains: “Under the new rules, product placement or a sponsored product should no longer receive undue attention in a video. Also, product placement in children’s programs is no longer allowed and the use of hashtags such as #partner or #collab in a sponsorship will disappear completely.” Those hashtags would not make it clear that it concerns sponsorship. When you advertise, you can use hashtags, such as #ad or #advertising.
Due to the large amount of different rules, it is sometimes difficult for influencers to determine which rules apply in specific situations. That’s why DDMA created influencerrules.com. On this information website, the rules on transparency and advertising per channel are explained in simple language.
Joost Bouhof, known from YouTube channel JoostSpeeltSpellen, is in any case happy with the new rules. “It is very important for our audience that we as influencers are transparent about paid collaborations. The number of influencers and paid collaborations has been increasing for years and the new rules are helping to keep that growth going,” he says. “The rules now fit well with the current landscape and give influencers plenty of room to enter into great collaborations.”
Naomi van der Louw agrees: ,,It is good to see how influencer marketing has developed into a tightly regulated industry within a few years. That shows how mature the field is now.”
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influencers? Then you may have to deal with these new regulations | Tech
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