The IAB’s disclosure good practice guidelines have been developed to help marketers understand what consumers want and what the rules require when it comes to transparency, and are now summarised in a new Bitesize format.
The basic principles for advertisers to successfully engage with people haven’t really changed since the first days of print advertorials. It’s all about good content that adds value – meaning content that is informative, interesting and relevant. This is more important than ever with so many things competing for our attention in a 24/7 connected culture.
As the factors that determine whether people will spend their valuable time reading, watching or listening to your content remain the same, so do people’s expectations that advertisers will be open and upfront about their ownership of that content. Quite rightly, people want advertisers to be responsible and transparent however and wherever they are interacting with them. People’s trust is quickly eroded if they feel they are being misled.
The IAB has created a Bitesize version of its Content and Native Disclosure Guidelines, first published in two phases in 2015. The first phase covered native distribution formats, and the second addressed content-based marketing.
The guidelines focus on practical ways for businesses to provide the transparency that people expect, that is required by UK advertising’s self- regulatory system – as set out in the CAP Code – and that is essential for building and preserving trust between advertisers and their audiences.
This new Bitesize format provides a handy summary of the guidelines for marketers.
The guidelines are supported by ISBA – The Voice of British Advertisers – the Association for Online Publishers (AOP) and the Content Marketing Association (CMA).