Influencer marketing council releases industry's first code of practice

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 1 July 2020

The Australian Influencer Marketing Council (AIMCO) has released its first set of guidelines for the industry since launching.

AIMCO was established by the Audited Media Association of Australia in September 2019 to set best practice standards around influencer marketing.

The newly-created Influencer Marketing Code of Practice, developed with input from from more than 50 companies, covers influencer vetting, advertising disclosure, and contractual considerations including content rights usage and reporting metrics.

“Advertisers are keen to support responsible social influencer marketing,” AANA CEO John Broome says.

“This new code of conduct will help build trust in online advertising through transparency and disclosure. It’s an important step forward for the industry.”

The code of practice has been designed for Australia, but with global considerations. Hypetap founder and CEO Detch Singh has been elected by the AIMCO Guiding Council as the inaugural chair with Patrick Whitnall, Publicis Media head of content and sport and Karan White, Pod Legal business director, serving as deputies.

"It has been incredible to see the enthusiasm with which the industry has come together for this initiative,” Singh says.

“Influencer marketing is now widely recognised as a powerful channel, but we have lacked a common language or voice as an industry. AIMCO will be working hard to execute an agenda of strengthening confidence in the category for marketers, creators and the general public."

AIMCO members include CHE Proximity, DVM Law, Hello Social, Hyland, Hypetap, JOOC’D, MediaCom, OMD Create, PHD Media, Social Soup, Tribe, Vamp, Wavemaker and We Are Social.

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