CREATOR ECONOMY

Industry bodies collaborate to launch SA’s Content Creator Charter

By our African Marketing Confederation News Team | 2024

Charter aims to establish guiding principles for ethical and transparent partnerships in the country’s growing creator economy

As the South African creator economy continues its rise, there is a need for a set of guiding principles that promote ethical and transparent practices. In response to this demand, the Interactive Advertising Bureau South Africa (IAB SA) has unveiled the South African Content Creator Charter.

Photo by Liza Summer from Pexels

Spearheaded by the organisation’s Influencer Marketing Committee, the charter aims to establish a foundation for mutually beneficial relationships between marketers, content creators and their audiences. By outlining shared values and expectations, it seeks to foster a more inclusive, professional and ethical industry.  

 

“As the creator economy continues to evolve, we must establish a shared vision for ethical and responsible practices,” says Sanesh Maharaj, member of the IAB SA Influencer Marketing Committee and Head of Influence at Ogilvy South Africa.  

 

“The charter serves as a guiding document, outlining the principles and standards to help us build a more sustainable and trustworthy industry for creators and marketers. 

 

“We are extremely pleased to have collaborated with the Advertising Regulatory Board (ARB) on this. Their contribution and endorsement further cements the importance of self-regulation within the industry and paves the way for future regulatory frameworks.” 

 

Professionalisation of influencers is a key concern 

 

Gail Schimmel, CEO of the ARB, says the charter is the first iteration of its kind in the country.  

 

“The professionalisation of influencers is a key concern in creating a trusted and ethical advertising space around influencer marketing. Every aspect of the charter is focused on giving responsible influencers the tools to behave ethically and will hopefully increase professional, authentic influencer content,” Schimmel states. 

 

Two charters have been created, one each for marketers (brands and agency representatives) and content creators (creators, influencers and their respective management). The key principles of both include: 

 

  • Encouraging a collaborative, respectful and professional environment between marketers and content creators. 

 

  • Prioritising consumer trust by ensuring clear disclosure of relationships between creators and brands. 

 

  • Emphasising adherence to guidelines set by ARB and other relevant bodies. 

 

  • Prohibiting misleading or false claims and encouraging open engagement with consumer questions. 

 

  • Safeguarding personal data and respecting user privacy. 

 

Creators and marketers who choose to participate in this initiative are encouraged to publicly commit to the charter’s principles by downloading a customisable template on the IAB South Africa website, which they can share across their own platforms. Creators and marketers will also be provided with a badge to display on their public social profiles.

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Rozanne
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.