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Should social media influencers be held to the same advertising standards as traditional media outlets?

Dominga Putland

As a user of different social media platforms, I believe that social media influencers should definitely be held to the same advertising standards as traditional media outlets. Over the past few years, social media has become a significant part of people's daily lives, and its reach and influence have increased exponentially.

Influencers have a massive following on social media, and their influence on the public cannot be underestimated. They can sway people's opinions, promote products, and even influence their purchasing decisions. As a result, they wield a tremendous amount of power and have become a hot commodity for brands.

However, with that power comes responsibility. Often, influencers are paid to promote products and services on their social media accounts. While this is an essential aspect of their job, it is crucial that they do not blur the lines between genuine recommendations and paid sponsorships. The Advertising Standards Authority (ASA) mandates that advertisements must be clearly labeled and identifiable to consumers. As such, social media influencers should also disclose any paid partnerships they have with brands and clearly label their content as sponsored.

Moreover, influencers must ensure that their content and advertisements comply with the ASA's regulations. For example, claims about a product or service must be factual, so influencers should not make exaggerated or untrue statements about the items they promote. Additionally, advertisements for products or services that are subject to age restrictions, such as alcohol, tobacco, or gambling, should be directed only at the appropriate audience.

One of the significant benefits of social media is that it provides a platform for anyone to share their opinions and ideas without the need for any formal qualification. However, it also means that anyone can promote products and services without understanding the critical regulations governing advertising. It is, therefore, essential that influencers are held to the same advertising standards as traditional media outlets to ensure the credibility of the advertising industry.

In conclusion, while social media influencers may have a significant impact on people's opinions and purchasing decisions, they must also follow the same advertising standards as traditional media outlets. Influencers must disclose any paid partnerships they have with brands, comply with advertising regulations, and refrain from promoting products or services inappropriate for their audience. This will help maintain authenticity and credibility in the online advertising industry.