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The Competition and Markets Authority (CMA) has produced a 60 Second Summary regarding online endorsements here.

This article gives a non-exhaustive list of scenarios where vloggers and brands might work together and potential approaches to making clear that a vlog is a marketing communication.

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However, if the vlog is similar to the vlogger's usual content, but the content is controlled by the brand and the vlogger has been paid (not necessarily with money), and the vlogger publishes it within their own space, the vlog is an advertorial (see scenario 2).

In this instance, the whole video is in the usual style of the vlogger but the content is controlled by the brand and the vlogger has been paid (not necessarily with money).

The wide variety of ways that brands, as the “marketers”, and vloggers can work together means that whether a video is an ad, or needs to be labelled as one upfront, depends on the context in which the video appears and the content it contains.

In some circumstances the label will need to encompass the whole video, in other circumstances it might be sufficient to have a label during the video.

We would advise against using the label “sponsored” in this context because this could cause confusion for consumers who could understand it to refer to vlogs and videos where a brand has sponsored it but had no control of the content (see scenario 7 below).

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