Vlogging partnerships remain a popular way for brands to reach millennials. But they can equally prove to be an ethical minefield, with numerous brands having their ads banned. In response, CAP and the ASA have launched official guidelines that marketers should adhere to.
The guide urges brands that are looking to partner with vloggers to be transparent, as a lack of honesty could mean breaking the advertising rules, as well as the law.
The director of the CAP Shahriar Coupal says: “Wherever ads appear we should be confident we can trust what an advertiser says; it’s simply not fair if we’re being advertised to and are not made aware of that fact.
“Our guidance will give vloggers greater confidence that they’re sticking to the rules which in turn will help maintain the relationship and trust they’ve built with their followers.”
The guidelines come after P&G got into trouble for not explicitly stating that its sponsored makeup tutorial was in fact an advert for the brand.
Last year, Oreo also found itself in hot water after promoting five sketches from some of the most popular vloggers in the country (pictured above). Each film showed the stars offering their own take on the “Oreo Lick Race” promotion, with all five ending with a call to action for the brand.
Oreo was the first brand to have its advert banned for not explicitly stating that it had partnered with the vloggers.
The guidelines provide advice on eight scenarios where brands are expected to know how the CAP and ASA rules apply. They are:
- Online marketing by a brand
- “Advertorial” vlogs
- Commercial breaks within vlogs
- Product placement
- Vlogger’s video about their own product
- Editorial video referring to vlogger’s products
- Free items