AiMCO releases guides for influencer marketing advertising requirements

The Australian Influencer Marketing Council (AiMCO) has released two guides providing clarification on the influencer marketing advertising requirements relating to responsible alcohol advertising in reaction to concerns made by regulatory bodies.

A regulatory body, including the Therapeutic Good Administration (TGA), has issued guidance, and in some instances warnings to creators and the brands working with them, regarding ensuring that branded social media content meets legal frameworks. The fact that the influencer marketing channel is attracting the attention of regulators is a further indication that it has matured as a channel as it continues to gain marketing spend.

Developed by AiMCO’s Best Practice Working Group the guides share the knowledge and expertise of the industry’s leading influencer marketing and legal specialists. The guides support AiMCO’s Code of Practice launched in 2020 and updated in 2021 bringing fresh updates to address important issues.