BY
Marija Mrvosevic ON 3 May 2021 6 min read
As influencer marketing only gains in popularity, it has become as important as ever to make sure they follow a certain set of guidelines. Influencers who market products on social media need to be transparent about sponsored posts and ads. Those who don’t comply are at risk of facing a penalty.
Marketing Mag has reached out to industry experts to look into the issues surrounding influencer advertising transparency and recent breaches of the code of ethics.
Last year the Australian Influencer Marketing Council (AIMCO) published its code of practice for Australian influencers, encouraging more ethical conduct in the industry. In February the Australian Association of National Advertisers (AANA) released a code of ethics that treats influencers as any other traditional advertiser, encouraging them to “disclose commercial relationships in a clear, upfront manner that can be easily understood”.
EMMA ditched, Roy Morgan returns in industry measurement shake-up
April 22, 2021 10:44
Media industry alliance, Think News Brands, will cease to use its measurement platform, Enhanced Media Metrics Australia (EMMA), in favour of Roy Morgan’s ‘Total News’ metric from 1 July.
The organisation said this move comes after it “listened to the industry and acknowledged the need to implement a single unified readership metric for total news, produced by one entity rather than with multiple data sources”.
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EMMA was founded prior to its implementation as the measurement metric by The Readership Works, using print readership data from Ipsos and Nielson for its monthly digital datings. It replaced Roy Morgan as the measurement body for the news industry some eight years ago. In July 2020, The Readership Works put the call out for expressions of tender for EMMA.