Influencer campaign example - 18 years
This article gives you an insight into what to think about - both in relation to:
- Which influencers that you use
- Who is your marketing targeting?
Let's start by looking at what you need to have your eyes on when using teen influencers.
When an influencer is 18 years old, the influencer is usually of age. In doing so, the influencer can decide for himself what the influencer wants to advertise without asking his parents. Conversely, all influencers under the age of 18 must have their parents' written consent to create an influencer campaign for you. If you have specific questions about, for example, a signature from a 'cardboard parent' or one parent (not two) is valid, etc., please contact your lawyer.
And in relation to the rules in this area, it might be a good idea to read what the Consumer Ombudsman says about children, young people and marketing.
The Consumer Ombudsman points to a number of stricter requirements when it comes to marketing to young people under 18. This is because this target group is often less critical, inexperienced and lacking a degree of reflection as to whether a product can live up to the information provided in the marketing.
You can, for example, assume:
- The younger the target audience, the more transparent you must be in relation to pointing out that this is an advertisement
- Hidden advertising that was decided illegally
- Do not use: Advertising, superstition or fear
- Young people under 18 cannot subscribe without their parents' consent
- You must also not sell anything to children under the age of 18 through your webshop, without the parents' consent
In addition to helping to protect the children in this way, the rules also help ensure that there are similar rules - both for you and your competitors.
But it is not only the Consumer Ombudsman who makes a number of demands. So does a lot of social media, such as Instagram and Facebook.
Instagram and Facebook
Instagram and Facebook state in their Community Rules that content in one of the following categories cannot be promoted through their social media platform:
- Adult content, including dating
- Sexual content
As you may have noticed, 'dating' is also categorized as adult content. That's because Instagram and Facebook are US companies.
They do not want to assess whether:
- A platform created simply for two people to get to know each other better
- Aatisfaction of sexual desires of all kinds
You can read more about it here: Facebook guidelines
As you can see from the two photos on this page, 'Minrecipe' was successful in using an influencer of more than 18 years when it was a medical product, the pill.
The influencer made both an Instagram post and a story. At the beginning of both posts, it was marked with: Advertising, and with reference to the branded, as one should follow the Consumer Ombudsman's instructions.
Had Minrecept done a traditional push advertising, then marketing would not have been as personal as using a SoMe influencer.
It also appears that the influencer is appreciated by the consequences. Just see the cute comments:
Key take aways:
With this article, we hope to have made it clear that influencers are good, but both in relation to marketing to young people under 18 and the use of influencers under 18, this should give rise to extra efforts to protect young consumers, and comply with the Marketing Act.
The main points are:
- Are there age requirements when it comes to marketing your product?
- Can your product be offensive?
- Do you have written consent from the parents of young people under the age of 18 who would like to promote your service or product?
- The process may take longer to get the formal in place when choosing an influencer under 18, rather than an influencer who is over 18
- Marketing targeted at young people under the age of 18 has stringent requirements
If you are ready to try influencer marketing, you can try Loggershut for free for 7 days if you choose the PRO package: