AMAA sets up Australian Influencer Marketing Council

The new council will offer a platform for companies working in the influencer marketing channel to work within a collaborative forum to develop best practice standards.

AIMCo has outlined the key principles of its members as: commitment to transparency and accountability for marketer confidence and trust; good citizenship and adherence to industry best practice and disclosure standards; and promoting measures for positive marketing outcomes from influencer marketing.

AMAA has been consulting with organisations working in influencer marketing to develop the influencer marketing code of practice.

The code spans influencer vetting, advertising disclosure, contractual considerations including content rights use and metrics reporting. A separate guide for buyers is also being created and metrics will be addressed in a review in coming months.

Josanne Ryan, AMAA CEO, said: “The move to collectively embrace industry best practice and embed this into their business model signals the maturing of influencer marketing.”