You’re spiralling through the endless scroll. It’s littered with turn-you-green-with-envy pictures of exotic locations and delicious foods. Fashion. Travel. Active wear. Headphones.
You’re taking it in without even realising it.
Then… Then your thumb stops almost automatically. It’s someone big – maybe a fashion blogger, or a travel photographer – and it’s a cleverly shot, well-filtered photograph. In it, they’re wearing a particular pair of shoes, or there’s a hiking jacket casually slung over one shoulder…
What are you thinking?? Where can I get myself a pair of those shoes? I’m sure I need a hiking jacket…
This is the business that has “influencers” making hundreds, sometimes thousands, of dollars per social media or blog post. And, come March 1, 2017, it’s going to be illegal.
A new code of ethics from the Australian Association of National Advertisers (AANA) requires brands who pay influencers for a mention on social or traditional media have just four weeks to start disclosing it.
This includes native advertising, product placement and advertorial.