Influencers, who have have influenced the creation of guidance for the way products are marketed, say those who don't play by the rules should beware.
"One of the things that I am most proud of when it comes to AiMCO, and the legacy we will leave, is the impact this industry body has had on the creation of regulatory guidance," says Tegan Boorman, the chair of AiMCO (Australian Influencer Marketing Council).
The founder of Social Law Co, who has more than 15 years’ experience as an Australian Lawyer, with a focus on influencer marketing related legal issues, was speaking at the annual AiMCO awards in Sydney.
"Through strong valued networks and stakeholder consultation, we have been able to have an influence on the creation of guidance that is both relevant and able to be easily applied within the influencer marketing industry," she says.
"This work has also played an important role in leveling what can become an unfair playing field, where operators working within the law can be disadvantaged by competing with those who are either not aware of their obligations, or fail to observe them.
"It’s apparent that those operators failing to observe their obligations will become the focus of attention for regulators moving forward, and we will be focusing more on regulatory consultation and connectivity over the coming year, so stay tuned for developments on that."
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