The Australian Influencer Marketing Council (AIMCO) has released its first influencer code of practice since launching.

AIMCO was established by the Audited Media Association of Australia in September 2019 to set best-practice standards around influencer marketing.

With contribution from more than 50 companies, the new Influence Marketing Code of Practice spans influencer vetting, advertising disclosure, contractual considerations, including content usage rights and metrics reporting.

“This new code of conduct will help build trust in online advertising through transparency and disclosure. It’s an important step forward for the industry,” said AANA CEO John Broome.

The Code aims to provide best practice guidance to the industry, introduce greater consistency around language and behaviours, and guide advertisers and marketers on best practice when engaging in influencer marketing including:

• Transparency regarding influencer vetting practices
• Brand safety considerations
• Advertising disclosure requirements under Australian Consumer Law
• Ensuring appropriate briefs and contracts
• Importance of including content rights/IP within contracts
• Metrics and reporting transparency

The code of practice has been designed for Australia, but with global considerations. AIMCO’s Guiding Council, comprised of 17 organisations from within the founding members of AIMCO, have elected Detch Singh, founder and CEO, Hypetap to serve as inaugural chair with Patrick Whitnall, head of content and sport, Publicis Media and Karan White, business director, Pod Legal as deputies.

“It has been incredible to see the enthusiasm with which the industry has come together for this initiative. Influencer marketing is now widely recognised as a powerful channel, but we have lacked a common language or voice as an industry. AIMCO will be working hard to execute an agenda of strengthening confidence in the category for marketers, creators and the general public,” said AIMCO chair, Detch Singh, founder and CEO of Hypetap.

AIMCO’s focus will now be building awareness and adoption of the best practices. Further developments will include industry training, continuous improvement and the implementation of accountability frameworks.

AIMCO members include Tagger Media, CHE Proximity, Co-maker, DVM Law, Hello Social, Hyland, Hypetap, JOOC’D, MediaCom, OMD Create, PHD Media, Pod Legal, Publicis Media, Q-83,  Social Law Co, S The Lifestyle Suite, TotallyAwesome, TRIBE, Vamp, Wavemaker, We Are Social and WOM Network.

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