Influencer marketing is a dynamic and creative field that offers brands unparalleled opportunities to connect with audiences. However, it's also a complex legal terrain that requires careful navigation. From tax obligations to advertising disclosures, understanding the legal requirements in the UK and USA is essential for influencer marketing managers aiming to execute compliant and successful campaigns.
Wir von IROIN® by Stellar Tech unterstützten dich nicht nur bei der Recherche, Analyse, Management und Tracking von Creatorn, sondern wollen für Klarheit im Paragraphen-Dschungel sorgen. Dieser Artikel liefer dir daher einen umfassenden Überblick über die aktuellen rechtlichen Rahmenbedingungen für Influencer in Deutschland und zeigt auf, welche Gesetze und Vorschriften besonders relevant sind.
In the UK, transparency in advertising is paramount. Influencers and brands must adhere to guidelines set by the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA). Key points include:
Clear Disclosure: Any form of payment or incentive, including free products or services, must be clearly disclosed in the content. Acceptable disclosures include hashtags like #ad or #sponsored, placed prominently so that consumers are aware of the commercial nature of the content.
Shared Responsibility: Both brands and influencers are responsible for ensuring that advertising content complies with the CAP Code and consumer protection laws.
Influencers operating in the UK are typically considered self-employed and must comply with tax regulations:
Income Reporting: All income, including monetary payments and the fair market value of gifted products or services received in exchange for promotion, must be reported to HM Revenue and Customs (HMRC).
Self-Assessment: Influencers earning above a certain threshold are required to register for self-assessment and file annual tax returns.
Brands should establish clear contracts with influencers that outline:
Content Guidelines: Specifications on the type of content to be created, including messaging, branding, and disclosure requirements.
Usage Rights: Agreements on how the brand can use the influencer's content, including duration and platforms.
Exclusivity and Non-Compete Clauses: Terms that prevent influencers from promoting competitor brands during and after the campaign period.
The FTC mandates that influencers disclose any material connections with brands. Key requirements include:
Clear and Conspicuous Disclosures: Influencers must clearly disclose relationships with brands when there is a material connection, such as payment or free products. Disclosures should be placed in a way that is hard to miss, using simple and clear language like "Sponsored by [Brand]" or hashtags like #ad.
Responsibility: Both influencers and brands are accountable for ensuring that disclosures are made properly.
Influencers in the U.S. are considered self-employed and must adhere to tax regulations:
Income Reporting: All income, including cash payments and the fair market value of products or services received in exchange for promotion, must be reported to the Internal Revenue Service (IRS).
Estimated Taxes: Influencers may need to pay estimated quarterly taxes to avoid penalties.
Record Keeping: Maintaining detailed records of income and expenses is crucial for accurate tax reporting and potential audits.
Brands should ensure that contracts with influencers include:
Content Approval: Clauses that allow the brand to review and approve content before publication.
Usage Rights: Clear terms regarding how the brand can use the influencer's content across various platforms and for how long.
Compliance Clauses: Provisions that require influencers to adhere to FTC guidelines and other relevant laws, with consequences outlined for non-compliance.
By understanding and adhering to the legal requirements in the UK and USA, influencer marketing managers can execute campaigns that are not only creative and engaging but also compliant and risk-free. Staying proactive in legal compliance protects your brand's reputation and fosters trust with your audience.
At IROIN® by Stellar Tech, we support you with streamlined processes to execute influencer marketing campaigns more efficiently. This empowers you to engage in smoother conversations with creators and their management teams - while always keeping an eye on legal compliance. The result? Stronger collaborations that are not only creatively successful, but also fully compliant and free of legal surprise.