They should keep a couple of key concepts in mind: Disclose material connections

Avoid ambiguous references and abbreviations, such as 'Thank You Company X!', 'Ambassador', 'Partner', 'Company X', 'SP', 'Spon'.

Base all reviews and opinions on actual experience.

Ensure disclosures are inseparable from the content so they travel together when shared.

Use clear and contextually appropriate words and images.

Disclose material connections in each post.

Ensure that disclosures are as visible as possible: consumers won't dig around.

When posting reviews and opinions on social media: Some will provide metrics to track an influencer's level of audience engagement so that companies can gauge the effectiveness of online marketing campaigns. They can assist with the preparation and review of content and provide systems to help monitor and track influencer postings. These companies help businesses create and manage influencer-based marketing campaigns. There are also marketing agencies whose sole business is to build rosters of influencers and match these up with brands.

The companies may compensate influencers on an informal basis, or they may enter into formal agreements with influencers, working together with them to make sure that any content they create on behalf of a company is compatible with their marketing strategy. Many companies now dedicate a major part of their marketing budget to influencer marketing, employing social media experts to monitor online activity, and to identify and develop relationships with influencers who are a good fit for the company's brand. This is good for consumers and for businesses. The market works best for everyone when consumers can make informed choices.ДЄdvertisers and influencers can avoid costly marketing mishaps by ensuring that the representations they make to the public are truthful and are presented in a way that consumers understand. This is why the Competition Act prohibits deceptive marketing practices. Misleading information can have a harmful effect. They cannot do this effectively when advertisers or influencers distort the information on which they depend. Anyone making representations to the public to promote a product or business can avoid consumer deception by keeping these things in mind.Д¬onsumers try to make the choices that best suit their needs. They believe that Made in Canada claims signify something important about the level of Canadian manufacture that goes into a product, and when retailers make savings claims, consumers believe they are legitimate.

Consumers rely on the opinions and reviews shared online by influencers and believe they are genuine and impartial. In this edition of the Deceptive Marketing Practices Digest, we look at online influencers, savings claims and Made in Canada representations.Д®ach of these can have an influence on consumers and the decisions they make. The Deceptive Marketing Practices Digest - VolumeВ 4

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