Industry bodies collaborate to launch SA’s Content Creator Charter

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.