Christy Hamman
ch629717@ohio.edu
"Swipe up!" "Use my code for 10% off!"
"Today, I wanted to share something with you all that I really love and
use every day..."
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| Sponsored Posts | source: Marie Claire |
We've all scrolled across these posts online: in blog posts,
in Instagram stories or on YouTube.
Usually, these phrases are part of a sponsored video or post.
These sponsorships are often disclosed in the video
description box or the photo caption.
When we see one of those #ad or “Sponsored”
videos, this is called “native advertising.”
The Interactive Advertising Bureau explains:
"Native advertising is a concept encompassing both an
aspiration as well as a suite of ad products. It is clear that most advertisers
and publishers aspire to deliver paid ads that are so cohesive with the page content,
assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.
So… what about my favorite blogger's beloved snack
subscriptions or the "unboxings" on my YouTube feed?
The IAB files all this content under “native advertising.”
This social-media-birthed advertising seemed to me like a
chameleon, blending into “regularly-scheduled-programming, Is this ethical?
The American Advertising Federation states in Principle 4
that advertisers need to disclose material conditions, being fully transparent
about endorsements, free products, and payment:
“Of concern is the need for advertisers to be transparent about
the conditions for creating online endorsements, for example through bloggers
or social media. It is often not clear whether people are endorsing on their
own, or if they are being compensated by a brand/company or are even part of
the brand/company organization.”
The Public Relations Society of America’s Ethics Code explains
its provision to ensure the free flow of information by explaining what not to do under this provision:
"A member representing a ski manufacturer gives a pair
of expensive racing skis to a sports magazine columnist, to influence the
columnist to write favorable articles about the product.”
When I read this, I tilted my head in confusion. Aren't all
these unboxing videos I watch titled "PR Unboxing?" Like, PR, as in
public relations?
And aren’t those hypothetical skis a gift, just like many social
media influencers receive?
“They aren’t paying me to say anything about them—they just
sent me this,” is a common in-video disclosure.
The Federal Trade Commission had to make rules for these
types of public relations freebies:
If you received a
free or discounted product to provide a review somewhere, your connection to
the company should be disclosed everywhere you endorse the product.”
Yes, media-influencers. I read the hashtags. I know the
disclaimer in the description box, and I’m pretty sure you’ll get a commission if
I use your coupon code.
But I’m still confused.
And I think maybe brands like it that way
.
Native advertising is meant to blend into an influencer’s
content. It’s not a banner advertisement, obnoxiously revealing the true nature
of a photo. It’s baked into a snack of their other stylish, smiling snaps.
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| Blending In | source: instagram.com/luciebfink |
The AAF and the PRSA clearly state that we disclose advertising.
We don’t send product in order to influence opinions.
But I’m still clicking and viewing, just as much as flipping
through a magazine or staring at television commercials.
Despite their efforts, I don’t think these ethics codes are
clearing up enough of the camouflage created by social media influencers and
native advertising.
Soon, we'll see new posts that announce, "Camo is in!"
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