The Committee of Advertising Practice (CAP) have issued another reminder that both vloggers and brands are equally responsible for correctly labelling sponsored content.
You can find clear guidance for vloggers on CAP website to help you better understand how and when the advertising rules apply to vlogs so that you can be upfront and deal fairly with followers.
This guidance came as a response to calls for greater clarity from vloggers about when material in vlogs becomes advertising and how they can make that clear. It follows an Advertising Standards Authority (ASA) ruling last year in which several vlogs (where there was a commercial relationship between the advertiser and the vloggers) were found to be misleading because they did not make clear before consumers engaged with the material that they were ads.
Towards the end of last year the ASA reminded bloggers about when and how the advertising rules apply to them. In short, the ASA requires bloggers who are paid (directly or in kind) by a third party to write reviews or comments about a product or service and who cede editorial control of the blog to that third party to be up-front with their followers by making clear that it’s advertising.
In keeping with ASA guidelines, we actively encourage all our influencers to disclose when working with one of our brands. Please ensure that you include a line disclosing the partnership at the beginning or end of your post featuring words such as ‘ad’, ‘advertorial’ or ‘sponsored content’.
Blogger Outreach Participation Requirements:
To participate in any Inner Cirkle outreaach program, you must be 18 years or older unless otherwise stated. Please note that we are unable to ship materials to PO Boxes.
What are Google's policies and some specific examples of nofollow usage?
Paid links: A site's ranking in Google search results is partly based on analysis of those sites that link to it. In order to prevent paid links from influencing search results and negatively impacting users, we (Google) urge webmasters use nofollowon such links. Search engine guidelines require machine-readable disclosure of paid links in the same way that consumers online and offline appreciate disclosure of paid relationships (for example, a full-page newspaper ad may be headed by the word "Advertisement"). More information on Google's stance on paid links can be found here.