{"id":179387,"date":"2023-01-31T01:13:44","date_gmt":"2023-01-31T01:13:44","guid":{"rendered":"https:\/\/legalvision.co.uk\/?p=179387"},"modified":"2024-05-20T02:19:40","modified_gmt":"2024-05-20T01:19:40","slug":"unlawful-paid-reviews","status":"publish","type":"post","link":"https:\/\/legalvision.co.uk\/ecommerce-online-business\/unlawful-paid-reviews\/","title":{"rendered":"Difference Between Influencer Marketing and Unlawful Paid Reviews in the UK"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Most UK businesses place a high priority on advertising their goods and services. After all, what is the point of delivering a good product if potential customers do not know about it? However, from a legal perspective, there is a difference between <a href=\"https:\/\/legalvision.co.uk\/startups\/legal-considerations-brand-ambassadors\/\">lawful influencer marketing<\/a> and unlawful paid online reviews. This article will explore the key differences between lawful and unlawful advertising methods, so your business stays on the right side of the Advertising Standards Authority.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Advertising Standards Authority<\/span><\/h2>\n<p><span style=\"font-weight: 400\">The Advertising Standards Authority (ASA) is the UK&#8217;s independent advertising regulator. They enforce advertising rules and regulations across physical and digital media and exist to ensure consumer protection through the abolition of false advertising.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The main principles of the ASA include ensuring that advertisements are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">honest;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">accurate;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">lawful and decent; and<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">socially responsible (not advertising unlawful or anti-social behaviour).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">If the ASA finds that you have published advertisements that are not honest or lawful, such as fake reviews, it will consider appropriate sanctions. The most common sanctions include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">a demand to remove deceptive advertising;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">negative press release about your advertisement on the<\/span>\u00a0<a href=\"https:\/\/www.asa.org.uk\/\"><span style=\"font-weight: 400\">ASA website<\/span><\/a><span style=\"font-weight: 400\">; or<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">if serious, a referral to a third party (such as Trading Standards).<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400\">What is Influencer Marketing?<\/span><\/h2>\n<p><a href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/influencer-marketing-benefits\/\"><span style=\"font-weight: 400\">Influencer marketing<\/span><\/a><span style=\"font-weight: 400\"> involves asking an \u2018influencer\u2019 to post positive comments about your product or services on their social media platforms.\u00a0\u00a0<\/span><\/p>\n<div class=\"box box--icon box--info\">\n<p><span style=\"font-weight: 400\">What is an influencer? An influencer is someone with a large social media following and can draw positive attention to your product. It is essential to pick the right influencer for your business. For example, if your company sells gourmet coffee machines, you will want a YouTuber with years of coffee reviews and with a large following interested in coffee-related content.\u00a0<\/span><\/p>\n<\/div>\n<p><span style=\"font-weight: 400\">Influencer marketing is lawful if done in line with ASA rules. The main rule is that influencers and businesses must be honest when publishing advertisements. For example, social media posts made in partnership with an influencer and business should be marked \u2018#ad\u2019, \u2018#advert\u2019 or \u2018#advertisement\u2019 to ensure it is not mistaken for an unpaid, organic post.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Influencer advertising should also avoid any dishonest or fake online reviews. For example, any YouTuber taking part in a car review advertisement should not claim a false top speed or inaccurate 0-60 times.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Having an influencer agreement in place is a helpful way of demonstrating that the advertising arrangement between your company and the influencer is truthful and legal.\u00a0\u00a0<\/span><\/p>\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+448081968584\" class=\"not-prose\">0808 196 8584<\/a> for urgent assistance.\n             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Whilst their contents differ, it is common to record some of the following points:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">whether your business requires them to avoid advertisement of rival brands for a set period;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">whether the influencer can use stock images of the product or can take their own (and if they own those images);\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">that the influencer must clearly state that posts are advertisements by use of appropriate wording or hashtags;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">how many posts the influencer must make and the fee arrangement for each; and<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">whether the influencer will receive commission payments for sales made through affiliate website links.<\/span><\/li>\n<\/ul>\n<div class=\"box box--icon box--star\">\n<p><span style=\"font-weight: 400\">A valuable side-effect of a well-drafted influencer agreement is that your business can demonstrate that it has done everything in its power to ensure all advertisements are lawful and ASA-compliant.<\/span><\/p>\n<\/div>\n<h2><span style=\"font-weight: 400\">What Do the ASA Class as \u2018Unlawful Paid Reviews\u2019?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Unlawful paid reviews include advertisements that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">are not declared as being advertisements;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">are paid in cash \u2018off the books\u2019;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">performed in exchange for a free product or service; or<\/span><\/li>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/legalvision.co.uk\/disputes-litigation\/defamation-business\/\"><span style=\"font-weight: 400\">online fake reviews<\/span><\/a><span style=\"font-weight: 400\"> that include dishonest statements.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The above list covers a wide range of circumstances. Some examples of unlawful paid reviews include the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">an individual receiving a complimentary stay in a hotel on the express condition that they post unmarked social media posts and a 5-star review on Trip Advisor;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">a social media personality posting that they love a specific food product when, in fact, they are allergic to it;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">an influencer receiving pay to make social media posts about \u2018loving\u2019 a product without marking it as an advertisement, so their followers mistake it as a genuine post; or<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">an individual being paid a lump sum by a hotel chain to post 5-star positive reviews to numerous review sites about five hotels they have stayed in.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The ASA will class advertisements as unlawful if they are inaccurate, lack honesty and are not socially responsible. It aims to protect the average consumer from <a href=\"https:\/\/legalvision.co.uk\/regulatory-compliance\/consequences-misleading-advertising\/\">misleading advertising<\/a> and fake consumer reviews.\u00a0<\/span><\/p>\n    <div class=\"my-7 lg:my-10 border-y-2 border-gray-100 py-7 lg:py-10 flex flex-col sm:flex-row items-start gap-10\">\n                    <img decoding=\"async\" class=\"w-52 mx-auto my-0! rounded\" src=\"https:\/\/img.legalvision.com.au\/wp-content\/uploads\/sites\/4\/2022\/09\/06164254\/uk-startup-manual-290x410-1.jpg\" alt=\"Front page of publication\"\n                 loading=\"lazy\" width=\"208\" height=\"298\">\n                <section>\n            <div class=\"text-2xl font-bold\">UK Startup Manual<\/div>\n            <div class=\"body-text\">\n                <p>LegalVision&#8217;s Startup Manual is essential reading material for any startup founder looking to launch and grow a successful startup.<\/p>\n            <\/div>\n            \n\n<a href=\"https:\/\/go.legalvision.co.uk\/uk-startup-manual.html\" class=\" block px-5 py-3.5 max-w-fit bg-orange button__hover transition rounded text-white font-bold text-lg no-underline uppercase leading-tight text-center\" target=\"\" rel=\"\">Download Now<\/a>        <\/section>\n    <\/div>\n\n<h2><span style=\"font-weight: 400\">Key Takeaways<\/span><\/h2>\n<p><span style=\"font-weight: 400\">No business owner wishes to suffer negative media attention due to illegal advertising or unfair commercial practices. Instead, it is in your company\u2019s interest to ensure that all marketing communications align with ASA requirements. Where your business engages with influencers, setting parameters on their advertising content within an influencer agreement is best practice.<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you need help ensuring lawful advertising for your business, our experienced<\/span>\u00a0<a href=\"https:\/\/legalvision.co.uk\/services\/ecommerce-online-business\/\"><span style=\"font-weight: 400\">e-commerce and online business lawyers<\/span><\/a><span style=\"font-weight: 400\"> can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on <a href=\"tel:+448081968584\" class=\"AVANSERnumber dynamic-number\">0808 196 8584<\/a> or visit o<\/span><span style=\"font-weight: 400\">ur <\/span><a href=\"https:\/\/legalvision.co.uk\/membership\/\"><span style=\"font-weight: 400\">membership page<\/span><\/a><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1675127372960\"><strong class=\"schema-faq-question\"><strong>Why is the ASA concerned about online reviews?<\/strong><\/strong> <p class=\"schema-faq-answer\">With the rising popularity of social media and \u2018influencer\u2019 accounts, it has never been easier to influence others through fake testimonials and positive fake reviews. In fact, some businesses have been found to encourage individuals to post negative reviews about their rivals on digital platforms. Naturally, this limits fair competition by attacking another company&#8217;s digital reputation and is a clear breach of advertising regulations. As such, the ASA aims to regulate online advertising.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1675127386117\"><strong class=\"schema-faq-question\"><strong>Are user reviews on websites usually fake?<\/strong><\/strong> <p class=\"schema-faq-answer\">Thankfully, no. Most online platforms, such as Amazon, require evidence that you have ordered the product in question. However, internet platforms are not infallible and some review sites, such as Trip Advisor, have spent a great deal of effort trying to avoid unfair competition in recent years.<\/p> <\/div> <\/div>\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"9eb4f72322\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/179387\" \/>            <input value=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/unlawful-paid-reviews\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"Difference Between Influencer Marketing and Unlawful Paid Reviews in the UK\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Most UK businesses place a high priority on advertising their goods and services. After all, what is the point of delivering a good product if potential customers do not know about it? However, from a legal perspective, there is a difference between lawful influencer marketing and unlawful paid online reviews. This article will explore the<a href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/unlawful-paid-reviews\/\">Continue reading <span class=\"sr-only\">&#8220;Difference Between Influencer Marketing and Unlawful Paid Reviews in the UK&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13349,"featured_media":3244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"173521,854,4604,173656,178485,175788","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[34],"tags":[20,21,1197,1221,1222],"class_list":["post-179387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-online-business","tag-small-business","tag-medium-business","tag-influencer-agreement","tag-influencer-marketing","tag-paid-reviews"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Influencer Marketing vs Unlawful Paid Reviews | LegalVision UK<\/title>\n<meta name=\"description\" content=\"Influencer marketing is legal in the UK but must comply with the Advertising Standards Authority. Learn how to avoid unlawful paid reviews.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/unlawful-paid-reviews\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing vs Unlawful Paid Reviews | LegalVision UK\" \/>\n<meta property=\"og:description\" content=\"Influencer marketing is legal in the UK but must comply with the Advertising Standards Authority. 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He has particular expertise in Commercial and Employment litigation, as well as data protection and privacy regulations. He is a qualified Solicitor in England and Wales and has a decade of legal experience, including advocacy within civil courts and Tribunals. Tom specialises in civil and employment litigation. He has extensive experience in advising employers and companies as to the requirements of employment law and data protection rules, as well as day-to-day advice on smooth running from a commercial perspective. Qualifications: Professional Skills Course - Law, University of Law; Legal Practice Course - Law, College of Law; Bachelor of Laws, University of Southampton.","sameAs":["https:\/\/www.linkedin.com\/in\/tom-sutherland-72b4509b\/"],"url":"https:\/\/legalvision.co.uk\/author\/thomassutherland\/"},{"@type":"Question","@id":"https:\/\/legalvision.co.uk\/ecommerce-online-business\/unlawful-paid-reviews\/#faq-question-1675127372960","name":"Why is the ASA concerned about online reviews?","acceptedAnswer":{"@type":"Answer","text":"With the rising popularity of social media and \u2018influencer\u2019 accounts, it has never been easier to influence others through fake testimonials and positive fake reviews. In fact, some businesses have been found to encourage individuals to post negative reviews about their rivals on digital platforms. Naturally, this limits fair competition by attacking another company's digital reputation and is a clear breach of advertising regulations. 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