The call for standardized guidelines in influencer marketing is growing louder. On Marketing-Beat’s latest podcast, industry experts, including Katy Link, Head of Brand at Kolsquare, influencer Monica Marriott-Mills, and Warren Fiveash from the Teenage Cancer Trust, highlighted the confusion caused by inconsistent regulations across global markets. This lively discussion explored how clearer rules can foster transparency and accountability in the influencer marketing world.
Why Global Influencer Marketing Needs Standardized Rules
Katy Link emphasized the challenges posed by varying regulations worldwide. She explained, “Laws relating to influencer marketing differ in every country, causing significant confusion on an international level.” Transitioning to a global standard, she added, would encourage brands to adopt ethical guidelines, ensuring social media content remains safe and trustworthy. This would help influencers, brands, and consumers align on best practices, minimizing harmful or misleading content.
Influencers Seek Clarity in Labeling Sponsored Content
Monica Marriott-Mills, known for her focus on sustainability and second-hand shopping, shared her perspective as an influencer. She explained, “It’s confusing to navigate different rules for sponsored posts, especially when working across various regions.” While many brands now provide specific guidelines for labeling sponsored posts, she noted that clearer industry-wide regulations would simplify the process. Monica also highlighted how influencers prioritize transparency with their followers, whose trust is vital to their success.
The Two-Way Vetting Process Between Brands and Influencers
Warren Fiveash revealed that charities like the Teenage Cancer Trust perform detailed background checks on influencers before collaborations. Monica, however, surprised the panel by pointing out that influencers also vet brands. “When invited to a campaign, I want to ensure the brand aligns with my values and is diverse,” she said. Influencers, she explained, actively avoid partnerships with brands that have received bad press, as it can damage their reputation.
This two-way vetting process underscores how much influencers value ethical and transparent collaborations. It also highlights their role in holding brands accountable, ensuring campaigns reflect positive values and inclusivity.
Influencing for Good: How Kolsquare Supports Charities
Katy shared how Kolsquare fosters social responsibility within the influencer community. The platform maintains a growing database of 3,000 influencers who offer pro bono or reduced-rate work for charities. This initiative, paired with Kolsquare’s commitment to donate 1% of its annual revenue to causes like cyberbullying, reflects the company’s mission to leverage influencer marketing for good. Katy noted, “This resource helps organizations struggling to find creators willing to support charitable efforts at no cost.”
Paving the Way for a Transparent Influencer Industry
The panel concluded by agreeing that standardized global guidelines are essential for simplifying influencer marketing and protecting stakeholders. With influencers, brands, and organizations like Kolsquare leading the charge, the industry is taking steps toward a more transparent, inclusive future.
