Farah Rumy wants rules for influencers: are the Instagram police coming now?

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Yes, SP state councilor Farah Rumy (32) has also been influenced by influencers: she bought a practical kitchen appliance after it was advertised on social media. She is not alone: ​​when so-called content creators present the latest nutritional supplement or fitness device on Instagram or TikTok, many people jump on it. Turnover is estimated at millions.

The influencers allow viewers to participate in everyday life. In this way they create closeness and gain trust. This makes it all the more important that advertising is done, says SP state councilor Rumy. But: “I have often noticed that some influencers do not label their advertisements.”

The amount of the fines is still outstanding

Rumy now wants to put an end to this surreptitious advertising and has submitted a proposal. “Young people in particular are easy to influence and must be protected.”

She demands that there are clear lines in the law about what is and is not allowed. “A lot of things are confusing right now.” An authority must intervene if advertising is not clearly indicated. A kind of Instagram police. But of course civil servants should not search for influencers on their mobile phones, Rumy makes clear. “You can look for a technical solution, or collaborate with the industry.”

Rumy also leaves open the level of punishment that influencers expect. Today, influencers operate in a legal gray area. The law against unfair competition was passed long before the rise of influencers. And the Fairness Commission, which has adopted principles for influencer marketing, cannot impose fines or bans.

France as an example

Rumy’s role model is France. If the government has its way, influencers will have to make it clear in the image with a watermark or filter that advertising is being made. According to French consumer protection, the current rules are poorly enforced, writes the ‘Observer’.

You also see problems within the industry. Anja Lapčević, strategic consultant at the largest Swiss influencer agency Kingfluencers, says there is certainly a need for guidelines within the industry. “This way, action can be taken against the black sheep and uniform guidelines apply to everyone.” She is director of the Conscious Influence Hub, an association that has drawn up a code of conduct for influencers. “Younger influencers in particular are not aware that and especially not how advertising should be labeled.”

Rumy’s initiative probably has a chance in parliament. In addition to national councilors of the SP and the Greens, SVP national councilor Franz Grüter and representatives of the center faction also support the demand.

Source:Blick