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L'Oréal Australia joins AiMCO in a bid to support more transparent influencer marketing

BY
Jasmine Giuliani ON 12 May 2021 3 min read
Mega beauty retailer L’Oréal Australia has joined the Australian Influencer Marketing Council (AiMCO) to ensure that its influencer marketing is authentic and transparent.
A recent industry crackdown has put pressure on brands and influencers to clearly disclose commercial relationships or risk facing a penalty. Last year AiMCO published its code of practice for Australian influencers, to ensure alignment with the AANA’s Code of Ethics with regard to advertising disclosure.
Now L’Oréal Australia will join the council as the first FMCG beauty brand. The beauty group is no stranger to influencer marketing and has made public commitments to be fully transparent when communicating about the nature of its relationship with influencers. L’Oréal has also pledged to celebrate diverse beauty and work with influencers that share its values. ....

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Australian Influencer Marketing Council welcomes L'Oréal Australia

Australian Influencer Marketing Council welcomes L’Oréal Australia
May 12, 2021 11:27
Leading beauty group L’Oréal Australia has joined the Australian Influencer Marketing Council (AiMCO) as the industry body continues to work towards elevating transparency and best practice in influencer marketing.
The AiCMO said L’Oréal’s addition to the council will bring experience in influencer partnerships and the impact they have in driving consumer engagement.
Other members of the AiMCO cover areas including marketing tech, social media agencies, leading talent agencies along with influencers and content creators.
L’Oréal director CX and social media governance, Emma Williamson, and corporate legal counsel, Jenna Adamson, will represent the beauty company on the council. ....

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Mumbrellacast: The political communications crisis mixed-up in a milkshake

Mumbrellacast: The political communications crisis mixed-up in a milkshake
mumbrella.com.au - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from mumbrella.com.au Daily Mail and Mail on Sunday newspapers.

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Lack of regulation, brands ditching the #ad - the flaws in influencer marketing

Lack of regulation, brands ditching the #ad – the flaws in influencer marketing
The influencer marketing industry is broken. Brands are encouraging influencers not to use hashtags required by Australian consumer law to disclose paid content. Agencies are signing talent without sufficient vetting. And amongst all of this are industry bodies struggling to regulate the system.
SBS producer Elise Potaka spoke to Mumbrella s Zoe Wilkinson about the flaws in the system she and journalist Calliste Weitenberg discovered in a four-part investigation for The Feed.
March 16, 2021 8:53
“One brand, in our journey, we were able to deal with… told us not to use the hashtag ad or hashtag sponsored post in the brief they sent us. So this brand was actually telling us in our guide as an influencer to break Australian consumer law.” ....

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