EASA:PROTECTING CONSUMERS and FOSTERINGRESPONSIBLE AD INDUSTRY throughSELF&CO-REGULATION in EUROPE

Justina RaižytėHead of Development and Policy, EASAjustina.raizyte@easa-alliance.org

27self-regulatoryorganisationscovering 25countries

13industry

organisationsrepresenting

advertisingvalue chain

Ads seen by

96%of the EU population are

covered by self-regulation

How does adself-regulationwork?

SROs Industry

Consumers

SR DEVELOPMENT & COORDINATIONSupporting coherent, dynamic and strong SR network.Coordinating cross-border complaints and dissemination ofbest practice.

POLICYEnsuring development of ad self-regulation as a policy tooleffectively complementing regulatory framework

PROJECTS & SERVICESFacilitating compliance with industry commitments.Overseeing pan-European monitoring exercises.

What is the role of EASA?

2008: EASA’sBest Practice Recommendationon Digital Marketing Communications

“Digital marketing communications aresubject to all the existing rulesof the SRO’s advertising code,

as is the case with marketing communicationsin traditional media”

2008: EASA’sBest Practice Recommendationon Digital Marketing Communications

~45%

Complaints concerningdigital marketingcommunications

~13%

2008 2018

2018: EASA’sBest PracticeRecommendationon InfluencerMarketing

of marketers agree thatbrands and influencers need to take

transparency more seriouslyto be sustainable *

*1173 marketing specialists (UK & US)Source: Influencer Intelligence 2019 report

•EASA Best Practice Recommendation on Influencer Marketing, 2018

Content of a post generated:• in exchange for payment or other

reciprocal arrangements and• under form of control of the brand needs to be clearly identified as

marketing communication

claims

APPROPRIATEDISCLOSURE

TRANPARENCYIS ONLY THE

FIRST STEPTYPE of AD

OTHERRULES

IDENTIFICATION

RELATIONSHIP withBRAND

Examples of Influencer Marketing cases

France

Italy• Targeting kids with

inappropriate productpromotion

• Irresponsible advertising

“the photo is for illustrative purposes onlybecause these candies are suitable for olderchildren”

UK

• Unauthorised health claims• Weight loss claims• Irresponsible advertising

of Instagram poststhat seem to be a

commercialcollaboration and didn’t

indicate it in any way*74%

2017 2018

12%33% identified but notinstantly / not explicitly

* Source: French SRO ARPP’s Observatory of advertising digital practices:Monitoring on influencers 2017 and 2018

* Source: Italian SRO Istituto dell’Autodisciplina Pubblicitaria (IAP)

235%increase in number of posts on Instagram,

Twitter and Facebookin Italian that claim to be sponsored in 2018

FUTURE CHALLENGES forINFLUENCER MARKETING

2015 2016 2017 2018

GROWING ECOSYSTEM

+320 New platforms andinfluencer marketing focused

agencies in the last 12 months

Source: Influencer Marketing hub; Influencer Marketing Benchmark Report 2019

NEW TECH SOLUTIONS

1.9 MUS

342 KFrance

170 KJapan

198 KUK

209 KUS

Top 5 Virtual Influencers

HARNESSING TECH-INNOVATIONS TOENSURE CONSUMER PROTECTION

Conductingcutting edge‘avatar’ andAI enabledad monitoringexercises

Following the consumer –earning trust

Embracingnew advertising forms and

developing ad standardsto deliver

responsiblecommercial communications

THANK YOU!

Justina RaižytėHead of Development and Policy