Influencer ethics on Instagram

[MadameGrizzly]

Continuing the discussion on whether influencing on Instagram is an ethical business model, particularly around the disclosure of advertising and the over exposure of children.

AIBU to think it isn't a sustainable career unless the influencer is scrupulously ethical?

@FlyingBird I agree with everything say. It does sometimes seem like the Influencers can't win. Upthread, there's a conversation about IGers doing something worthy with their accounts and when they do, it seems like it's not enough.

at Newsnight

an advert is where I am passing on a specific message, whereas sponsored the message is much more open.

See I just don't think that's how the ASA see it. If the brand has any control whatsoever over the content you post it's an ad. Some brands may be more directive than others but I think the general consensus now is that sponsored isn't really a legitimate tag. If there's payment (in cash or kind) and a prior agreement in place that you've agreed to post (whether heavily controlled or left more open) then it's an ad.

@its5oclocksomewhere Therein lies the problem - it is all about personal interpretation. The ASA refuse to give examples to clarify things.

Input from MP is really appreciated and I find the campaign very interesting. I don’t find it particularly applicable for myself and on the subject of working mothers I have other connected but a bit off tangent interests and questions (more along the lines of however do you get a really good job that expects you to work way in excess of the standard 9-5 to work alongside being a mother and having childcare obligations? Should we be expecting these professions to change? It’s not necessarily about working flexibly because that almost comes second once the first problem is solved - and that first problem is what do you do about 60-80 hour working weeks in some professions in the first place? Also gender pay gap - particularly in the high paying jobs where women just feel like they can’t continue alongside having children they actually get to see much of.) but I appreciate that widening the discussion and going a bit off-tangent probably isn’t good for the campaign being more focused which is important.

VERY much agree with PPs about how dangerous it is that this myth is being spread that you can replace your job with being insta-famous or that you can create an Insta small brand in an already flooded market of baby clothes and accessories and suddenly earn what you used to and see your children all day. I don’t think this helps that that’s what people are aspiring to.

@TheMadHouse, I think more influencers should focus on what the right thing to do is, rather than what the word of the ASA rules says (which are non existent in many situations). It's a bit like Amazon paying their tax bill, well sure the rules allow them to funnel their profits to low tax jurisdictions and pay tiny amounts of tax, but is it right and ethical to do so? My answer would be no.

I would rather an influencer who doesn't get it exactly right every time but is transparent about commercial relationships, than one that doesn't disclose gifts "because the ASA rules say you don't need to". (obviously it sounds like you are pretty clear in your feed so not suggesting you would say that). I also look for a disclosure policy on a blog because if that is well thought out, it means the influencer has really thought about what their stance is on this and I trust them more.

@TheMadHouse - so I'm genuinely curious since you're here and engaging with the thread. And I ask this not just about your own experiences but from what you know about the whole influencer / IG community, the "behind the scenes" if you will.

Is there a sense that people sometimes try and skirt around properly disclosing with #ad where possible because it cements them as a money making business and that's not what most of them started out as. That there might almost be an embarrassment factor that this is how they earn their money now. Being sent some free stuff in the post is ok though because they didn't ask for it hence no problem using #gifted. I get a strong sense from some that they know they're extremely privileged to be in this line of work and they're always waiting for the backlash (you're on another free cruise?!!!) so where possible if they can "get away" with bending the rules, they do. I know these threads have had a positive impact on the disclosures but there's still along way to go. I would also call some out for the sneaky little trick that's becoming quite prevalent which is making sure the #ad is written in the same color text as the background so as to be almost invisible. Again, it's just got a whiff of reluctance about it. Thoughts?

I dip in & out of these threads, usually to rant at how much insta has changed etc. However I really respected on a previous thread how @Badmotherpukka engaged with comments as she is doing here. I actually feel she is trying to make a change/difference/be heard as opposed to jumping on a bandwagon or just being an mummy “influencer”. I think the fact she does care what “we think” & she is looking for a job shows her main objective is not gifted jumpsuits or lunches. So it must be frustrating sometimes for her to be lumped with all the others or for followers to be only interested in said jumpsuit.

@Badmotherpukka do you promote Flex appeal on other platforms outside of insta? I only say this because I think so many insta users just scroll, look for pretty pictures & don’t even bother to read the text.

I can only talk from my experience and not on behalf of all influencer (I don’t even class myself as one). (I am going to apologise for the spellings in advance as I am on my phone cooking dinner, so fat fingers and all that).

I would never hide disclosure - I find it shocking that people who have the text in the same colour as the back ground.

I think that there has been a lot of pressure from brands to o my use certain disclosures, but this is changing for the better.

I am not assumed that I can make a living from my blog and associated social media. I have put years of work in to it and am proud of it even though it was never the intention.

If you are sick of privledged MC influencers then you need to start voting with your fingers and supporting the diversity you would like to see and stop following the ones that you don’t.

@Reboot you are preaching to the converted on the right thing to do.

I often ask myself “would I accept this from my kids”!

Yeah I know, @TheMadHouse, but I am hoping the yet-to-be-converted are reading this as well

@flyingbird - I agree that MP has the right to run her campaign, because it is her campaign. I think my point is that it is SUCH an important topic that ethics demand absolute transparency (which is being acchieved by this thread), and taking it seriously. Which in my mind means input from people who know what they're talking about. It is not opacity around roles and contributions, and it is not voicing others without seeking their input. In my opinion, as soon as it moves from "I think flexible working is good and more people should be able to do it" to "this is how companies/ govt/ individuals should be able to work flexibly" there is a responsibility to be transparent accurate and represent a range of views. And that transparency stretches to saying "I'm in the room as a case study/ getting advice from officials" rather than "talking about our flexible working agenda".

And, as I have said, I really feel uncomfortable where people have authority/ status because a large number of people like their posts about fishfingers/ clothes/ blah blah blah. It's so weird that we live in a society where social visibility is valued over expertise. (And I include flex appeal/ mental health/ post-partim advice and all of the other stuff in the mix. I do not include clothes and cushions!)

Anyway. I've nowt more to say, but I'll continue to watch the thread with interest.

I think you will find that the long established influencer who had blogs will always try and disclose as honestly as possible, but as with every new industry there is always a learning curve and I really think we are in the middle of it.

I read posts that do not have discloser and know for a fact that styled = free clothes, shoot=review and can see people on the same campaigns as me not disclosing, but I am not the Insta or blogging police nor do I always get it right.

Again I refer back to the principles of MLM schemes!

Thanks for coming on the thread MadHouse. I agree we do need to vote with our fingers!

We have been having the complaint about the same round of people for 8? threads. It has been really useful imo, but I would like to find new people.

How do you all find people? I find searching difficult and even when I unfollow , the same faces keep popping up.

I think that there has been a lot of pressure from brands to o my use certain disclosures, but this is changing for the better.

@TheMadHouse - I agree with this. I think it was probably the brands calling the shots in the early days because they quite simply had the upper hand over this new wave of eager influencers who were just happy to be asked and were very much making things up as they went along. Some of them got themselves into hot water but now they know better and they're doing better. Now perhaps when a brand tries to run the show, the influencers have more confidence to push back a little and do the right thing knowing that they're ultimately the ones going to take the flack in the comments and DMs. I think going forward, that's what going to separate the wheat from the chaff. Those who continue to ignore the rules won't build sustainable businesses while those who do adhere will probably see continued success because at the end of the day, that model keeps everybody [brand, influencer and public] happy.

I agree with you bullnoway thanks for all your pertinent questions. There's a hell of a lot of emperor's clothes going on, whether it is intentional or not. I'm not 'buying' the mental health/ '4th trimester' advice at all, and I'm really glad to have flex appeal clarified.

Yes how do you find new people? I hate that they changed the algorithms.

Totally agree with the vacuous nature of social visibility being valued over expertise. So used to seeing these Insta butterflies espousing the latest cause with an ill delivered, flimsy post, barely engage and with no real authority and then flit off to the next #ad. Posting the cover of a book with a poorly written paragraph or two is laughable.

@boomboom12 If you are looking for diverse people to follow on Instagram, then take a look at @Allison_sadlers #FreeUpYourInsta

Just had a look and Love #freeupyourinsta thank you themadhouse!