Trade associations DDMA, BVA and Stichting Reclame Code are introducing a certification for influencers to increase transparency in social media marketing and combat surreptitious advertising. Influencers can use this to demonstrate that they comply with the advertising rules.
Influencers who want to collaborate in the Netherlands with companies such as Unilever, L'Oréal, Heineken, TUI and Coca-Cola must now have the Certified by Influencer Rules quality mark. com available. The companies no longer want to collaborate with influencers without this certification. Bram Krikke, Kaj Gorgels and Geraldine Kemper, among others, are in the public register of the Data-Driven Marketing Association, the Association of Advertisers and the Advertising Code Foundation.
The certification was created because it has not been possible for a long time all social media users who work with advertisers know what is and is not allowed in terms of advertising. With the certification, content creators can demonstrate that they know the advertising rules. To maintain the quality mark, influencers must pass an annual test. Requesting a certificate is currently free, but from September onwards a fee of 50 euros will be charged.
Content creators who are included in the public register are monitored by the Advertising Code Foundation on YouTube, Instagram and TikTok . AI is used to determine whether an influencer may be breaking the rules. Influencers are given the opportunity to edit the post without incurring a fine. If the content creator does not take action, a report can be made to the DDMA and/or BVA, after which a complaint can be submitted to the Advertising Code Committee. In this case, a fine may follow.