Global menu

Our global pages

Close

Eversheds comment: Further official UK guidance needed to clear up confusion on paid Vlogger promotions

  • United Kingdom

    11-03-2015

    Commenting on the UK watchdog wanting clear guidelines for advertisers and video bloggers Andrew Terry, partner and media expert at law firm Eversheds, says:

    “Recent ASA decisions already reflect the position in all formats, including social media, that all advertising must be ‘obviously identifiable’ as a marketing communication. The principle being that the public must not be misled into believing that vloggers have independently and spontaneously decided to talk about a product.

    “This means that vloggers have to make absolutely clear when they are paid to promote products or services. However, there is obviously some confusion amongst brand owners and vloggers about the status of paid-in-kind payments, such as holidays and gifts, so any further official guidance must be a good thing.”

    Andrew Terry, Partner

    This information is for guidance purposes only and should not be regarded as a substitute for taking legal advice. Please refer to the full terms and conditions on our website.

    < Go back

    Print Friendly and PDF

    © Eversheds Sutherland 2021. All rights reserved. Eversheds Sutherland is a global provider of legal and other services operating through various separate and distinct legal entities.

    Eversheds Sutherland is the name and brand under which the members of Eversheds Sutherland Limited (Eversheds Sutherland (International) LLP and Eversheds Sutherland (US) LLP) and their respective controlled, managed and affiliated firms and the members of Eversheds Sutherland (Europe) Limited (each an "Eversheds Sutherland Entity" and together the "Eversheds Sutherland Entities") provide legal or other services to clients around the world. Eversheds Sutherland Entities are constituted and regulated in accordance with relevant local regulatory and legal requirements and operate in accordance with their locally registered names. The use of the name Eversheds Sutherland, is for description purposes only and does not imply that the Eversheds Sutherland Entities are in a partnership or are part of a global LLP. The responsibility for the provision of services to the client is defined in the terms of engagement between the instructed firm and the client.