Influencer y autorregulación en España
Published date | 13 November 2020 |
Author | Andres Pumarino |
Influencers españoles que lleguen a acuerdos comerciales con marcas publicitarias deberán regirse por ley a partir de enero del año 2021.
Con el fin de regular las relaciones publicitarias entre influencers y empresas comercializadoras y publicidad, cada acuerdo que realice un influencer en España con una empresa de publicidad, deberá ser regulado por el Código de conducta creado por la Asociación Española de Anunciantes (AEA) y Asociación para la autoregulación de la Comunicación comercial. (AUTOCONTROL)
En concreto, dicha relación se volverá pública y se deberá redactar un contrato entre la empresa publicitaria y los influencers expresando una cláusula de “se regirán por el Código de conducta”. Además, en cada post publicado deberán utilizarse #hashtags que hagan alusión a una colaboración de publicidad, utilizando frases como: #ad #anuncio #publicidad, etc.
La AEA y AUTOCONTROL tendrán un rol de monitoreo para el cumplimiento de la normativa y operará con mecanismos de control ex post para las vulneraciones al código mediante la creación de un jurado de publicidad. Si bien a partir del año 2021 regirá la normativa, la ley de competencia desleal de España también se hará aplicable para este tipo de materias.
A principios de este año una...
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