IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. Criticisms against influencers are quite varied. Dominica Email List At first, the criticisms came mainly from the industry itself, which lamented the lack of transparency in where their investments were going and also the appearance of figures such as freewheeling influencers who filled the market with little valuable noise. After that, however, the criticism broadened and reached more ground.

They criticized the market regulators, who reminded the influencers that if they advertised they were governed by the rules that regulate the advertising market, and also their competitors, who believed that it was not fair that in marketing with influencers, practically anything could be done without them had consequences. In this last area, the pressure to change how influencers act and how they relate to the norms of the moment has been gradually increasing.


The advertising and marketing industry itself has closed a code of conduct that regulates what influencers can and cannot do. The code has come into operation this year, and with large advertisers following it, it is expected to have some impact on how influencer marketing gets things done. But, in addition, other players in the advertising industry have begun to press for things to change and for the rules that limit what can be done in traditional advertising to also apply to the universe of influencers. That is what the Union of Open Commercial Televisions (UTECA) is asking for right now, which brings together the main televisions in Spain. The organization has demanded that the General Law of Audiovisual Communication also apply directly to influencers who upload video content. This is, for example, they claim that these regulations control what youtubers are doing and how they advertise and to whom.

The body makes this claim in order to achieve “guarantee the protection of the minor and put an end to the numerous breaches detected in the matter of advertising.” For UTECA, as Vertele states , not doing so constitutes “unjustified discrimination” that makes them unable to compete on equal terms. They also believe that the law could protect minors. Lots of undercover advertising To support this last point, the association retrieves data from a CNMC report that concluded that a large part of the content that influencers upload to YouTube, Instagram, TikTok and Twitch includes advertising that is not identified as such. and they serve content that minors should not see.

This study, we add, is not the only one that has addressed how covert advertising is served. An analysis from a few months ago, to give another example, pointed out that 93% of the posts published by fashion influencers could be considered covert advertising. Still, applying the same standards that work on linear television to the universe of on-demand content is not easy. For example, the time slot system that television uses to create moments of protected content for children is practically impossible to replicate on the internet. The CNMC itself points out: the strips are outdated on the Internet, where the contents can be viewed at any time. Likewise, some content is positioned in a very fine strip between what is advertising and what is not, as is the case with product unboxing videos.

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