New rules of the game: the advertising code with influencers reinforces digital transparency

This October 1 entered into force the update of the Code of advertising behavior through influencers, promoted by Self -controlthe Spanish Association of Advertisers (AEA) and IAB Spain.

Since its first version in 2021, the Code has established itself as a reference to ensure that the advertising content generated by influencers are easily identifiable by its audience. Currently, it has almost 1,000 attached entities, including advertisers, agencies, platforms and content creators.

The review, carried out in collaboration of The Protocol monitoring commission for the promotion of self -regulation in digital mediaincludes representatives of the Ministry of Consumer (AUC).

The key novelties of the updated code

Among the main improvements, the new code establishes that, in the absence of reliable evidence, it can be Determine the advertising nature of a content from a concurrence of indicationsanalyzing the characteristics of the content and circumstances of its dissemination. In addition, a list of exemplifying indications is incorporated, which facilitates the identification of advertising content, and new digital platforms are added to the annex with guidelines on how to mark advertising in each format.

They are also included Specific forecasts for content generated by artificial intelligence, for minors, and a section that clarifies the responsibility of all parties involved in the creation of content.

In short, the novelties of the new code are:

• Now you can determine if a content is advertising analyzing several indications, although there is no direct test. For example, the characteristics of the post or how it is disseminated will be taken into account.
• A list of clear examples is added to help recognize when a content is advertising.
• New digital platforms are included and the right ways to identify advertising in each are explained.
• Special rules are included for content created with artificial intelligence and for those in which they appear minors.
• The responsibility of all parties that participate in the creation of the content.

The objective of these updates is to facilitate compliance with the regulations, provide greater legal certainty and keep the code as a reference for the advertising sector.

More than 700 influencer are already formed in advertising regulation

To support the implementation of the code, Self -control has launched the Basic training certificate for advertising regulationswhich already has More than 700 registered. This pioneer program seeks to strengthen transparency in digital commercial communication and help influencers correctly identify advertising contents.

The course, part of the European program AdEthics driven by the European Advertising Standards Alliance (EASA)it consists of Five interactive modules and ends with a test that grants certification, including the incorporation of participants into an official list of certified influencers.

The certificate has the support of a time, IAB Spanish, APIDE, FEDE of the UECand brands, agencies and platforms also support the program through the Collaborating Companies Programincluding companies such as Danone, Facebook, Google, Havas, L’Oréal, Nestlé, Ogilvy, Omnicom Media Group, Primetag, Publicis, Skeepers y YouTubeamong others, with these measures, the sector seeks reinforce confidence in influencers advertisingguaranteeing that the sponsored contents are clear, transparent and responsible, adapting to the new challenges of digital communication.

In summary, the new code makes advertising with influencers clearer, modern and safeadapted to new platforms, digital tools and content types, and encourages the formation of creators to guarantee transparency.