New Certification Program for Dutch Influencers Promotes Transparency in Social Media Marketing

Trade associations DDMA, BVA, and Stichting Reclame Code are teaming up to launch a certification program for influencers, aiming to boost transparency in social media marketing and combat undisclosed advertising. This initiative allows influencers to showcase their adherence to advertising regulations.

Influencers seeking partnerships in the Netherlands with major companies like Unilever, L'Oréal, Heineken, TUI, and Coca-Cola must now possess the Certified quality mark by Influencerrules.com. Companies are now requiring this certification for collaborations, emphasizing the importance of influencer compliance. Prominent influencers such as Bram Krikke, Kaj Gorgels, and Geraldine Kemper are part of the public register maintained by the Data-Driven Marketing Association, the Association of Advertisers, and the Advertising Code Foundation.

The certification program was established due to the lack of awareness among social media users working with brands about advertising regulations. By obtaining the certification, content creators can demonstrate their understanding of these rules. To maintain the quality mark, influencers must successfully complete an annual test. While the certification is currently free of charge, starting in September, there will be a fee of 50 euros.

Content creators listed in the public register are monitored by the Advertising Code Foundation across platforms like YouTube, Instagram, and TikTok. Utilizing AI technology, the foundation identifies potential violations of advertising rules by influencers. Influencers are given the opportunity to make necessary adjustments to their content without facing penalties. Failure to address the issues may lead to a report to DDMA and/or BVA, potentially resulting in a complaint filed with the Advertising Code Committee and subsequent fines.