ASA guidelines have opened up new advertising opportunities for influencers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 12, 2020, 7:52 AM UTC

UK's Advertising Standards Authority (ASA) introduced various regulations regarding social media advertising earlier this year.

This piece says ASA's move to simplify its guidelines for social media content creators around sponsored posts has been successful. A new report found that 88% of UK marketers felt the ASA guidelines on labelling paid-for influencer content were clear.

Content creators also shared a similar view, with 87% of UK influencers feeling confident about their understanding of the ASA labelling rules. The increased clarity has not only changed the way how brands work with influencers but has also led to exclusive extended partnerships.

The UK regulatory body has transformed the influencer marketing sector and laid the foundation towards helping brands and influencers explore new advertising opportunities. Brands and influencers are exploring new long-term partnerships or licensing content for "above-the-line activity" while sticking with regulations.

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