Colombia: SIC to create guidelines for “Influencers” advertising

Colombia’s Superintendency of Industry and Commerce (SIC) has revealed that it has been working over the last two months on the possibility of creating a framework for the self-regulation of advertising circulating on social networks through so-called “influencers.” The entity has been in talks with its counterpart in the United Kingdom to design similar guidelines, as explained by Superintendent Andrés Barreto.

“As this is a new dynamic for the advertising world, we have found that in other jurisdictions with which we share information and experiences, there has already been progress in this area. We must anticipate some guidelines and self-regulation before an unfortunate law or other initiatives occurr. ”

Although the entity has working groups that are held regularly with traditional advertising agencies, this time there will be meetings with digital agencies and influencers. According to Barreto, all the actors will be heard and it is expected that a draft of this guide will be completed before the end of the year.

Full Content: El Espectador