Twelfth report - Influencer culture: Lights, camera, inaction?

We recommend that the Government add to clauses 17 and 18 of the Online Safety Bill a requirement that reporting and complaints mechanisms, as outlined in new codes of practice created by Ofcom, must be tailored to the specific nature of various types of harms. Diversity

We recommend that the Advertising Standards Authority introduce a requirement to the UK Code of Non-broadcast Advertising (CAP Code) for virtual influencers to be watermarked. Intermediaries

We recommend that the Government commission an industry partner to develop a code of conduct for influencer marketing alongside relevant stakeholders. The Government should then promote this code as an example of best practice for deals between influencers and brands or talent agencies. The Influencer Marketing Code of Conduct, created by the ISBA, could provide a useful starting point, although it would require amendments to ensure all relevant stakeholders were represented. Pay rates Brand deals

We recommend that the remit of the CAP code be extended by removing the requirement for editorial ‘control’ to determine whether content constitutes an advertisement.

We recommend that the ASA be given statutory powers to enforce the CAP Code. These powers should be considered as part of the Government’s upcoming Online Advertising Programme. Appropriate funding arrangements should also be considered to ensure that the ASA is able to act effectively on these enforcement powers. Monitoring

We recommend that the CMA report to our Committee on the progress, costs, and results of their 2020 Facebook Ireland Ltd. undertakings. In doing so they should also provide updates on their progress securing undertakings from other social media platforms. 277 Competition and Markets Authority, Undertakings to the Competition and Markets Authority (pursuant to Section 219 of the Enterprise Act 2002 (EA02)) relating to the Consumer Protection from Unfair Trading Regulations 2008, (10 October 2020) 278 Ibid., undertaking 17 279 Q408 [George Lusty] 280 Competition and Markets Authority (INF0027) 281 Department for Business, Energy and Industrial Strategy, Reforming competition and consumer policy, (20 July 2021) 282 Competition and Markets Authority (INF0027) Infuencer culturee Lights, camera, inactionn 35 5 Children Children as viewers Benefits and risks