Social Media

ISBA launches first contract for advertisers to use when working with influencers

Author

By Natalie Mortimer | N/A

September 9, 2016 | 3 min read

ISBA has launched the first ever template contract for advertisers to use when working with social talent in a bid to raise standards in the growing activity.

Created in partnership with law firm Lewis Silkin the new contract also had input from major brands and social talent agents.

The suggested contract comes at a time where 92 per cent of consumers now turn to people they know for referral above any other source, and YouTube stars are seen as 90 per cent more authentic and 17 times more engaging compared to mainstream celebrities.

ISBA

ISBA

After consulting with its members, research by ISBA showed that best practice when appointing vloggers was in its infancy, and in particular, brands were unclear on how best to contract with vloggers. ISBA therefore decided to create the first ever suggested terms for the appointment of vloggers by brands.

ISBA’s director of consultancy Debbie Morrison who spearheaded the projected said: “With interest in the relationship between brands and social talent from regulators, the ASA and Competition and Markets Authority, increasing and having listened to ISBA members asking for direction we decided to try and create a contract that was a comprehensive and easy starting point.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

"As ever, the suggested terms are not set in stone, and are merely intended to give ISBA members good drafting tools and options when contracting with vloggers. But we do hope they will help to raise standards around this growing activity."

Social Media

More from Social Media

View all

Trending

Industry insights

View all
Add your own content +