Today I had the opportunity to listen to the Media Smart Influencer Marketing Roundtable hosted by the Advertising Association and Media Smart. Media Smart is an education non-profit ensuring every child in the UK, aged 7-16 years old can confidently navigate the media they consume.
The panel discussed the importance of re-building public trust in advertising as 74% of parents think more education is needed (Tara Hopkins, Head of Public Policy, EMEA). Social influencer complaints are growing (ASA CEO Guy Parker). The ASA have provided guidelines for influencers to ensure influencers disclose and guide users that an advert is an ad. A simple and effective way of doing this is through #ad. Don't hide the #ad amongst other hashtags and ensure all adverts are clearly labelled. If viewers have to play detective then the influencer is not working hard enough (ASA CEO Guy Parker).
When asked who is responsible for correctly labelled adverts, Dan Clays (CEO of Omnicom Media) explained 'everyone has a responsibility.' Media Smart provides excellent media marketing materials for children, teachers and parents. The resources include Film based material, PSHE resources and teacher learning packs for children. Hannah Witton, a YouTube influencer has volunteered time to create videos and explain influencer marketing to children. There is a range of material to be used in assemblies and the classroom. 'How can we get material out there?' was a question Dan posed to all attendees.
Tara Hopkins (Head of Public Policy, EMEA, Instagram) explained the whole area of influencer marketing is new. There needs to be greater consistency and transparency. Influencers must create a post, tag and easily brand content. Partners such as TikTok and Instagram are working with Media Smart to change messaging, policies and wording. The joint forces are bringing innovative ways to bring the policies to light. For example, rolling out filtered stories series which authentically will help children understand real life scenarios and the difference between paid for Instagram content.
TikTok has the aim to produce joyful content and create a safe environment. Sponsored content is visible and the company have strict practices in relation to alcohol, gambling and a 12 + audience (Stuart Flint, VP, Sales, TikTok). Tracey Brabin (Shadow Secretary of Cultural Industries, MP) addressed the round table and explained there are both positives and negatives to influencer marketing. The positives include the channel is a new opportunity for young people, products and to get ideas out into the world. Influencer marketing has been used for health messaging and it is important to protect people, innovation and creativity. Tracey Brabin asked what impact has the BLM (Black Lives Matter) movement had on the community. TikTok saw communities come together and support the movement as well as produce education pieces and content which was put up.
The Chair concluded by asking the panel - 'If there is one thing that could be done better, what would that be?' Answers included -
1. #ad is important on posts, influencers need to be simple and upfront
2. Clarity of messaging, influencers need to be clear on regulations
3. The ASA has resources and platforms, TikTok and Instagram are leaning in
4. Accreditation, pace of change, consistency and research are important
5. Girl guides are helping young people with low self esteem and the shame that some young people may feel.
Media Smart is an important charity addressing parental concerns and providing support and material to children, parents and schools through their partners. The charity is growing from strength to strength.
Below is a link to all the useful resources provided by Media Smart
https://mediasmart.uk.com/influencer-marketing-education-resource/
Source Credit: Shadow Minister for Cultural Industries, Tracy Brabin MP; ASA CEO Guy Parker; Media Smart Chair and CEO of Omnicom Media Group UK, Dan Clays; Stuart Flint, VP, Sales, TikTok; and Tara Hopkins, Head of Public Policy, EMEA, Instagram; and Charlotte Williams, social influencer and founder of the SevenSix agency.
