New vlogging guidelines issued

Posted by on Aug 27, 2015 in Blog | 0 comments

Video bloggers, or ‘vloggers’, have been working successfully with brands for several years. The relationship works as vloggers offer brands a platform on which to promote their products to a large online audience, and vloggers are able to benefit commercially as a result.

There are no rules against these commercial relationships; they are perfectly acceptable. Where caution does need to be taken is with regard to disclosing these relationships to viewers.

A high profile blogger recommending a product carries a lot of clout, so consumers need to be clear as to whether the product is being endorsed simply because it is one the vlogger likes and wants to tell people about it, or that they are mentioning it because they have received some form of compensation in return. Not to disclose this relationship is misleading and goes against consumer protection legislation.

New guidelines issued this week by the Committees of Advertising Practice (CAP) are designed to help vloggers understand how the advertising rules apply to them and how they can ensure they are able to accurately disclose the nature of any commercial relationship they have with brands.

The type of disclosure required will vary depending on the level of control the brand has had over the content. If the content of the video is entirely controlled by the brand and not the blogger, and has been produced in return for a cash payment or other incentive it needs to be labelled up front as an advertisement feature.

In cases where bloggers have been given products for free by a brand, which they then go on to feature on their channels, it is expected that the vlogger will tell the audience that they were given the product to talk about.

Vloggers and brands looking to work with them are advised to read through the full list of CAP guidelines so they understand the type of disclosure relevant in each case.

The guidelines will help vloggers be transparent in their relationship with brands and ensure consumers are not being misled.