The Laws of Blogging: Promotional Content
Non-disclosure of paid commercial content is considered illegal under Consumer Protection law. In both the UK and US, efforts are being made to step-up enforcement.
In the UK, this enforcement is upheld by the Competition and Markets Authority (CAM), whilst in the US it’s upheld by the Federal Trade Commission.
The UK’s Committee of Advertising Practice (CAP) ‘Code of Conduct’ aims to help both practitioners and influencers navigate the murky world of promoted posts.
The issue addressed by all of these bodies is that of disclosure; ensuring that audiences can easily distinguish paid content from owned content.
Paid Content – Typically paid content will take the form of advertising, sponsorship or ‘in kind’…
Advertising = A brand / business assumes complete editorial control in return for payment
Sponsorship = A brand / business assumes partial editorial control in return for payment
In Kind = A brand…
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