#Sponsored: The Ethics of Influencer Advertising

I am sure you have seen an Instagram post, Facebook post, or even a Twitter post with these headlines: "This product is THE BEST!" or "I use this product every day!" or even "Apply my code for 25% off your next purchase! #ad".

Many popular influencers like Kylie Jenner have been creating these picture ads for the past few years, but do they really use the products they advertise? Or are they just being paid off?

Source: Crave New Media

I know that when I see a celebrity that I like promoting a product that they claim to use, I am suddenly interested and BELIEVE that this product is working for them, therefore it should work for me, right? Why would they lie about a product working or not? Would that follow the code of ethics?

The AAF and the PRSA both discuss in their first codes the importance of truth. The AAF states, "Advertising, public relations, marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public." The AAF also goes on to mention, "Advertisers should clearly disclose all material conditions, such as payment or receipt of a free product, affecting endorsements in social and traditional channels, as well as the identity of endorsers, all in the interest of full disclosure and transparency.

The PRSA discusses truthfulness and honesty as, "We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public."

Are these codes being followed? How do we know?

The simple answer is yes, however some will question the truthfulness of these endorsements. These codes are being followed, even if we don't think that they are when we see the post. According to Kristen Matthews of Convince&Convert, it all comes down to one word. "One word: Every time you run a campaign or PR push, and money or goods are exchanged, simply ask that the post contains the word 'sponsored.'"

In the picture above of Kylie Jenner advertising hismileteeth, she disclosed the endorsement by creating the hashtag, "#ad". She also shared the identity of the endorsers, hismileteeth. She is being truthful in her disclosure, but maybe not in her use of the product.

So, I guess it really doesn't matter if the celebrity uses the product or if the product works because they have followed the code of ethics to the smallest extent. It is clear that with changing social media and mobile communication that the Code of Ethics needs to be updated to suit the growing advertising markets and social media influencer ads.