Digital Marketing Today Podcast Welcome to Digital Marketing Today In our latest episode: Tune into a critical discourse on the transparency in influencer marketing, spurred by the recent debacle involving Tourism Australia and its undisclosed influencer partnerships. Public figures like Laura Brown and Hamish Blake came under scrutiny for not initially declaring their sponsored posts, stemming a heated debate about ethics in digital advertising. This segment delves into the obligations set by the Australian Association of National Advertisers Code of Ethics and the Australian Consumer Law, highlighting the imperative for clear distinction when posts are a form of advertising, even when influencers merely receive free products or services. Responsibilities lie not only with influencers, but advertisers and agencies must ensure that sponsored content is properly identified to prevent deception and comply with legal obligations. With the ACCC's upcoming guidance in 2024, the podcast sheds light on the evolving expectations for transparent promotional engagements. Listeners, especially those in the realm of digital marketing, are awakened to revisit their disclosure practices with influencer collaborations, to maintain a trust-based relationship with their audience and uphold ethical marketing standards. Education on proper labeling, with the usage of hashtags such as #sponsored or #ad, is underscored for its growing relevance in communication. The episode features insights from Dr. Vicki Andonopoulos of the University of Sydney Business School on the necessity of demarcating sponsored content. To wrap up, the podcast encourages digital marketers to stay vigilant with regulatory compliance, prioritize transparency, and nurture an environment of integrity, which are all fundamental to safeguarding consumer trust in the digital marketing ecosystem.  Links:Is this an ad? Yes, and your taxes paid for it

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