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Eversheds comment: New ASA guidance on how to make vlogger/brand relationships clearer

  • United Kingdom

    19-08-2015

    The UK’s Advertising Standards Authority (ASA) has today issued new guidance on how vloggers should refer to their partnerships with brands. Commenting on this, Andrew Terry, partner and media expert at law firm Eversheds, says:

    “Recent ASA decisions had confirmed that in all formats, including social media, 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. In other words, relationships with brands should be made much clearer.

    “However, the way in which vloggers engage with their audience has evolved very quickly, leading to a lot of confusion about how to apply the rules, especially around ‘advertorials’ and product placement. What is very welcome about the new guidance is that it gives realistic and practical examples of how the principles should be applied by brands and vloggers.”

    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.

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