Description
Influencer marketing on social media has gained considerable popularity in recent years, becoming a powerful promotional tool for companies and aimed especially at young consumers. The purpose of this marketing strategy is, precisely, to influence consumers in their purchases, with products being promoted by people who are popular or have a strong following on social networks. It is not always easy for consumers to be aware of this phenomenon. In addition, there is now a new danger on the horizon: the use of artificial intelligence and so-called 'deepfake' videos
Deepfakes' are artificially manipulated videos, often used to create misleading and deceptive content. As happened recently to a famous Italian trapper, who, despite himself, revived old conspiracy theories on the TikTok platform. On TikTok, in fact, some videos have gone viral, in which the voice of the Italian trapper expounds some old conspiracy theories, long since fallen into oblivion. Too bad that the voice was, however, generated thanks to an artificial intelligence and the video fake: nevertheless, many users admitted in the comments that they believed it was the singer's real voice. This phenomenon is therefore very worrying, because the system can potentially be used to sponsor collaborations that are only apparently official but in reality fake. It is crucial that consumers pay attention and make sure that collaborations between influencers and companies are authentic and in line with industry rules. Indeed, an influencer who habitually promotes products or services is likened to a salesperson under European law. An influencer must therefore take care to carry out his activity according to the rules. The European Commission has also acted on this issue and prepared a tool to raise awareness among those who approach this profession: the InfluencerLegal Hub was created, a platform where influencers can have all information on the applicable rules and how to behave correctly at their fingertips. Before trusting a product or service promoted by an influencer, consumers should check that the collaboration is clearly labelled as sponsored, respecting the rules of transparent marketing. Scams or unfair commercial practices related to deepfakes can be harmful, both to consumers and to the influencers themselves. To avoid falling victim to deception, it is good to pay attention to a few details:
Clear labelling: Influencers should clearly indicate when a piece of content is sponsored, using hashtags (e.g. #ADV) and 'stickers' provided by the platform. This transparency is essential to ensure that consumers are aware of the advertising nature of the collaboration.
Official channels: Consumers should check that the announcement of the collaboration is made through the official channels of the influencer and the company. Any discrepancy could be a sign of possible manipulation.
Compliance: Professional influencers and proper companies strictly follow the rules set by social platforms and regulators. This includes transparent disclosure of collaborations.
In conclusion, influencer marketing, if conducted by professional companies and influencers in a correct manner is not a problem in itself, but can become a danger in case of unfair business practices and distracted consumers. Consumers need to be aware of the commercial sponsorship logic behind influencers' activities, as well as the risks associated with deepfakes and artificial intelligence in general. Influencers in turn need to take their role seriously and respect the rules of the industry. A joint effort is needed to create a safer Internet, especially for young people.
Source: European Consumer Centre Italy