The line between a personal recommendation and paid communication on social media is not always understood in the same way by brands, agencies, influencers and audiences. The practical regulation of these relationships will be the focus of the SOZ Academy, which will take place on October 9, from 9:00 to 10:30, at the BTC Crystal Palace Congress Hall in Ljubljana.
The event will present the updated best practice document Influencer Marketing, which provides guidelines for labeling advertising content and different forms of material relationships between brands and creators. The document also covers the responsibilities of all parties involved, contractual relationships, the protection of minors and new forms of influencer marketing.
The recommendations address specific situations from practice, including posts created in exchange for a gifted product, event invitations and the use of affiliate codes. The document also defines where an advertising label should be placed, who is responsible for its proper use and how collaborations should be structured so that the commercial relationship is clear to the audience.
The document was prepared by a working group of the Slovenian Association of Advertising Agencies at the Slovenian Advertising Chamber, together with external experts. Its contributors were Dr. Branka Bizjak Zabukovec, Nina Jakovljević, Živa Deu, Anja Oman, Ajda Sitar, Tara Urbančič, Gregor Memedović, Eva Remic, Vid Pavlica and Veronika Košir Firbas.
The programme is divided into two parts. The key recommendations and their application in everyday practice will first be presented by Dr. Branka Bizjak Zabukovec, Content Marketing Director at Futura, and Anja Oman, online content creator and influencer.
The presentation of the document will be followed by a roundtable discussion moderated by Nina Jakovljević, Chief Strategy Officer at DROM Agency. The discussion will feature Živa Deu, Head of Digital Strategy in the Delicatessen Spreads Strategic Business Unit at Atlantic Grupa, Manca Skrbinšek from Lidl Slovenia, influencer Ajda Sitar Žumer, and nutritionist and content creator Jernej Ogrin.
The discussion will bring together the perspectives of agencies, advertisers and creators to identify where ambiguities most often arise in collaborations and how the recommendations can be translated into working models that protect both communication transparency and room for creativity.
Participation in the event is free and available to SOZ members. More information and registration are available on the SOZ website.
