Code of Ethics for Influencer Marketing. IAA Poland initiates round table discussions.

Influencer marketing is a dynamically developing segment of the global media market. The volume of content published on the largest platforms, such as Facebook, YouTube, Instagram and TikTok, is constantly growing, as can be seen in the example of Poland, where there are already over 57 thousand active creators.

Unfortunately, the rapid pace of development does not go hand in hand with the safety of consumers, employees and companies. IAA Polska emphasizes the need to create guidelines and develop mechanisms that will effectively combat the emerging pathology in the media. 

New rules of influencer marketing 

"We will try to establish common market standards, to which all stakeholders of this market will be able to equal and refer. We have invited decision-makers and representatives of three groups of entities involved in cooperation with active creators in this area, i.e. the largest social platforms, the largest channel networks and the largest advertising groups" - assures Jerzy Minorczyk, General Director of IAA Polska. 

The invitation of IAA Polska was met with a positive response from many companies, such as YouTube, Meta, TikTok, Lifetube, GetHero, Dentsu, Group One, Havas, Omnicom and Publicis.

"We are pleased to inform that all the above-mentioned entities have delegated their representatives from the decision-making and business implications-oriented people for the solutions that should be adopted during the Round Table of Influencer Marketing" - adds Minorczyk.

Perspective of cooperation for the year 2024

IAA Poland's Round Table on Influencer Marketing prioritizes the initiative to create a Code of Ethics for Influencer Marketing by the end of the first quarter of 2024. The next stage, planned for the second quarter of 2024, involves implementing consultations with industry associations. Their aim is to build awareness and gain acceptance among industry representatives, as well as integrate with existing self-regulatory initiatives, including the White Book of Marketing Communication SKM SAR, the work of the Working Group on Influencer Marketing IAB Poland and the positions of the Advertising Council's Ethics Commission. 

Representatives of IAA Poland, with the support of an experienced law firm, will lead the discussion, placing a major emphasis on ensuring that it is conducted with full respect for each participant and with respect for the principles of free and fair competition.

Criticism of the Round Table on Influencer Marketing

However, the Round Table on Influencer Marketing initiative has not met with unanimous approval from the marketing community. Its main critic is the Video Brothers agency, which - as it claims - was not invited to the project.

– IAA will not be a good space for creating such initiatives, especially if the dominant influence on the work of the "Round Table" will be exerted by people from the Lifetube agency belonging to the Mediacap holding - associated with influencers involved in the so-called Pandora Gate affair - argues in a press statement Łukasz Skalik, the president of the Video Brothers agency.

According to IAA, the Polish agency Video Brothers received an email invitation to work as part of the Influencer Marketing Round Table.