CONAR has published the new version of the Guide to Marketing and Advertising by Digital Influencers, replacing the previous 2021 edition and introducing relevant updates for brands, agencies, influencers, and other players in the digital ecosystem.
The update refines key concepts related to influencer advertising and expands guidance on transparency, accountability, and governance in digital campaigns. Among the main points addressed are:
→ The revision of the concept of influencer advertising and activated messages;
→ The express inclusion of affiliates as participants in the advertising ecosystem;
→ The treatment of content generated, edited, or segmented by artificial intelligence;
→ The reinforcement of governance recommendations and advertising transparency requirements.
The development of the material included the participation of Andressa Bizutti, partner at b/luz, who joined the working group responsible for the creation of both this and the first version of the Guide.
b/luz has prepared a material with reflections on the main legal impacts of the new guidelines and their practical effects on campaigns involving digital influencers.
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