The Advertising Standards Authority are discussing how brands work with YouTubers to promote their products and services
The UK advertising governors are looking to tighten the terms of advertisement in sponsored YouTube videos. The change has sparked from an increasing number of YouTubers being asked to promote products or services from varying companies and, following the banning of the ‘Oreo Lick Race’ videos from creators such as Dan Howell, Phil Lester and Tom Ridgewell as the ASA deemed the videos to not be clearly identifiable as advertisements.
According to an article published on Business Insider UK, many vloggers have spoken up about their wish for a more definable line “between ads and editorial — which is not an easy line to draw”.
It continues to say that many content creators have been approached by companies specifically asking that their content hide the fact that it is an advertisement.
CEO of the ASA Guy Parker, spoke at the UK advertising trade body ISBA’s annual conference earlier this week and stated: “The ASA council will be discussing scenarios such as a brand providing free product to vloggers, but with a contract that they can say whatever they like about it.”