Advertisers and content creators should make their collaboration sufficiently clear in advertising messages. This can be done by "#ad," for example, but there are other ways. An example is "#LiptoniceTeaAmbassador."

Advertising Code of Social Media & Influencer Marketing

The Advertising Code for Social Media & Influencer Marketing (RSM) stipulates, among other things, that advertising via social media platforms such as Instagram and Facebook must be recognizable as such. Advertisers as well as influencers, bloggers and other content creators must therefore indicate in their expressions that there is a paid collaboration. Hashtags like "#ad" or "#advertising" make this sufficiently clear, according to the RSM. Texts such as "made possible by", "collaboration with" or "received from" are also suitable.

"LiptoniceTeaAmbassador"

The examples from the RSM serve as guidelines but are not exhaustive. It may be otherwise, as long as the advertisement discloses the paid collaboration in a sufficiently clear and direct manner. An explicit mention of the cooperation is not necessary. For example, the RCC recently ruled (in Dutch) that the text "I am this summer's #LiptoniceTeaAmbassador of @liptoniceteanl!" makes it sufficiently clear that there is a paid partnership with Liptonice Tea. Indeed, the word "ambassador" indicates a person who is the face of a brand for a fee.

Practical Tip

What should an advertiser now do? Use an example from the RSM. That's the safest option. For the creative among us, be aware of the criterion. Also, provide clear instructions to your “promoter”. And content creators should mention the advertiser's name in their posts.

Luna Snellenberg

5 October 2023