The national information and education campaign “It’s Important to Know When It’s Paid For” introduced the Guidelines for Better Influencing, based on self-regulation principles.
Starting Today in Practice
As part of the campaign, influencers are now required to label their paid collaborations in accordance with the Guidelines. Their posts will be marked with hashtags #oglas (ad) or #promo, with a clear indication of commercial collaboration. Some have also signed the Declaration for Better Influencing, alongside companies, media, and agencies. By signing the Declaration, they affirm their belief in influencer marketing that is “lawful, decent, fair, and truthful” and commit to promoting the Guidelines and professional principles.
Mario Fraculj, member of the IAB Croatia Working Group for (Self-)Regulation of Influencers, emphasized that influencer marketing is one of the fastest-growing and most influential segments of digital communication, with power today equal to that of traditional media and the same responsibility to the public. “Communication clarity is not just a professional obligation but a social imperative. The digital space shapes the values and trust of the entire society, and for that reason, ethics must be its rule,” Mario stated.
The Guidelines were developed through the collaboration of experts from industry, academia, media, and civil society, aiming to strengthen public trust and encourage responsible behavior from influencers, advertisers, and agencies.
The IAB Croatia Working Group stated that influencers do not lose authenticity by openly disclosing a partnership, but instead show respect for their audience.
The Guidelines were published by IAB Croatia, a member of the international Interactive Advertising Bureau, the leading global organization for digital marketing. IAB Croatia operates under the Croatian Association of Communications Agencies (HURA), and the Guidelines were created in partnership with the Croatian Digital Publishers Association (HUDI), the European Commission, the Croatian Public Relations Association (HUOJ), with support from the Solidarna Foundation and the Electronic Media Agency.
The IAB Croatia Working Group invites all market participants – influencers, brands, agencies, and media – to sign the Declaration and begin implementing the Guidelines, available on the official IAB Croatia website.
