The Belgian government imposes rules on influencers who advertise online – IT Pro
The Federal Public Service Economy has published new guidelines for influencers. Online content creators are legally required to make it clear when to advertise.
“Content creators often have a large reach and brands or organizations use them to include advertising messages in their content. But for the average follower of a content creator, it’s not always clear what the creator and what is motivated by business partnerships,” writes FPS Economy†
The government department indicates in the letter when it considers the publication to be an advertisement. For example, a post announces when the product or service is in the spotlight and when the influencer gets benefits from it, such as money. An explicit agreement between the Influencer and the Company, such as a contract, is not required.
To make it clear that they are promoting, the creator should include a notice in their posts. This should make it clear to their audience at a glance that this is an advertisement and should be clearly visible. Additionally, the notification must be in the same language as the message.
The FPS points out that content creators who regularly advertise trademarked brands are considered a business and must register with Crossroads for Enterprises. Certain registration details must be visible on their social media pages and websites, such as business number, business address, and email address. The number of times an influencer must advertise to be considered a business is not mentioned in the post. The government department also informs us that there is a secret online advertising hotline at the Economic Inspection†
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