AiMCO publishes influencer marketing and advertising guides


The Australian Influencer Marketing Council (AiMCO) has published two guidance documents to clarify influencer marketing and advertising requirements in response to concerns from regulators.

The technical guides relate to responsible alcohol advertising as regulated by The ABAC Scheme (ABAC), a quasi-regulatory body, and the Therapeutic Goods Administration (TGA), a state health agency.

In recent months, regulators, including the Therapeutic Good Administration (TGA), have issued guidance and warnings to creators and brands who work with them to ensure branded social media content is compliant with legal frameworks.

Aimco found that as the influencer marketing channel attracts the attention of regulators, it shows further signs that it has matured as a channel as it continues to generate market spend.

Developed by AiMCO’s best practice working group, the guides share the knowledge and expertise of the industry’s leading influencer marketing and legal specialists. It also supports AiMCO’s Code of Conduct, launched in 2020 and updated in 2021, which includes new updates to address key issues.

The AiMCO Influencer Marketing Guide to Therapeutic Goods Advertising was developed to provide more clarity on the advertising requirements related to influencer marketing, which were introduced by the TGA in early 2022 and became effective on June 30, 2022.

The updated TGA Code does not ban the advertising of therapeutic products by influencers, but aligns the rules for creators and influencers with all advertising for therapeutic products and ensures they adhere to the same long-standing TGA requirements as other advertising formats.

The AiMCO Guide:
• Covers the TGA Advertising Code in relation to influencer marketing
• Explains the difference between a recommendation and a testimonial (the latter is unacceptable)
• guides influencers and creators on key content considerations related to the TGA Advertising Code; and
• Provides content scenarios to clarify an endorsement versus a testimonial.

Detch SinghBest Practice Working Group Chair, AiMCO Vice Chair and CEO Hypetap thanked the members of the two Action Groups and the broader Best Practice Working Group for the time and energy devoted to creating these Member Guides.

Singh said, “As influencer marketing becomes more complex and nuanced as advertising requirements are updated by regulators such as ABAC and the TGA, it is important that AiMCO supports its members with specific and helpful guides.”

The second guide for members is the AiMCO Influencer Marketing Guide to Responsible Alcohol Advertising, which was developed to ensure AiMCO members understand alcohol advertising requirements as administered by ABAC, including a checklist that members can use to How-to guides on the short and content rules, as well as two supporting documents, the first with example scenarios and the second with a practical outline of the campaign content.

Tegan Boorman, AiMCO Vice-Chair, Leader of the Best Practice Action Group and Founder of Social Law Co., said: “It has been a pleasure to work with so many of the diverse and dedicated members of AiMCO to see how these two guides come to life were awakened.

“Ensuring members have the right tools to support their business is an important part of member value. The guides highlight some of the top issues for those working on influencer marketing campaigns in these areas, and help members understand when they may need to seek legal advice and other professional assistance,” Boorman added.

The guides are the latest initiatives to support members and follow the launch of the AiMCO Member Directory, the first of its kind allowing visitors to the AiMCO website to easily find companies that can offer services and support in the influencer marketing landscape to search and find.


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