Influencer marketing - cowgirls, cowboys, brands and agencies prepare for more regulatory scrutiny, cash-for-comment disclosure and measurement rigour

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Episode 60 13 Jul 2020 - 37 min

Influencer marketing - cowgirls, cowboys, brands and agencies prepare for more regulatory scrutiny, cash-for-comment disclosure and measurement rigour

By Paul McIntyre - Executive Editor

Cash for comment used to be - and still is - quicksand for advertisers and media companies but not so for influencer marketing, worth $87bn globally and upwards of $240m in Australia. But a new code of practice from the recently formed Australian Influencer Marketing Council (AIMCO) aims to tackle the big challenges that could thwart the credibility of mega, macro, micro and nano influencers. Big fines is but one of the incentives motivating AIMCO and the big five global communications holding companies which are backing the initiative.

Influencer marketing - cowgirls, cowboys, brands and agencies prepare for more regulatory scrutiny, cash-for-comment disclosure and measurement rigour

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