Melissa Tehrani
Partner
Leader, National Advertising & Product Regulatory Group
Article
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Does that product really work? Are they being paid to say that? Is that a genuine consumer review? As brands increasingly turn to bloggers, vloggers and influencers to market their products in the race for greater brand visibility, the line between unbiased third-party opinions and paid-for endorsements continues to fade.
Reflecting the fundamental “truth in advertising” principles embedded in the laws of each of its 60 member countries, the International Consumer Protection and Enforcement Network has published three (3) guidance documents for review administrators (Guide 1), traders and marketing professionals (Guide 2) and digital influencers (Guide 3).
These materials are intended to provide clear principles and guidelines with respect to the online activities of digital influencers, brands and reviewers.
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