An influencer is a person who, because of the number of followers he has, advertises on social networks the use and acquisition of certain products and brands. Generally, these people work with the brands in the creation of audiovisual content that will be published in the feed or the stories of social networks such as Facebook and Instagram. In view of the impact that these people have on the consumption habits of their followers, some countries have chosen to regulate advertising by influencers so that the consumer knows if it is a good product. In this sense, Instagram has banned the promotion of products such as tobacco and weapons.
The ban on InstagramInstagram, the social network that runs Facebook, had already banned tobacco and weapons related advertising; however, companies that market these types of products have hired influencers to promote them on the networks.
Thus, influencers began creating content and hashtag publications to encourage consumption of these products. In response to this situation, Instagram stated that publications containing articles related to these industries will no longer be allowed. The measure coincides with the ban on local and regional e-smoking in the United States and the possibility of this restriction being implemented nationally. In addition, it adds to the limitations Instagram had already employed for the promotion of alcoholic beverages and dietary supplements.
What regulations does Mexico have?Mexico does not yet have specific regulations for influencers as it does in the United States.
In the absence of a law prohibiting the publication of certain products on social networks, Mexican influencers are free to promote whatever they consider reasonable. Detecting this type of advertising on social networks is very complicated and Mexico should maintain its efforts to achieve restrictions such as those applied to television and radio advertising. At the international level, the United States, Spain and the United Kingdom have already enacted laws regulating the type of advertising carried out by influencers, obliging them to declare the origin of the brands and products they publish. Beyond the particularities of each of these laws, all of these countries require a common set of guidelines that aim to ensure that social network followers know exactly where the product came from and why the influencer is promoting it on their profile.
These efforts are made to keep the consumer informed so that they can make the right choice when deciding whether or not to consume certain products. Influentials are a new way of promoting products and brands. Instagram has banned the publication of promoted content related to tobacco and weapons; these efforts are in addition to other advertising restrictions maintained by this social network. Mexico has not yet regulated advertising by influencers and should follow the path of countries like the United States that try to keep consumers informed so they can make the best possible choices.