Klarna has launched a new guide for influencers and brands to advertise online responsibly.

The company’s Influencer Council, launched in March, was established to provide greater clarity on influencer marketing guidelines following research which revealed that only 27 per cent of UK consumers understood the use of advertising hashtags on influencers’ posts.

The Council, chaired by Christian Howes, brings together brands, influencers, psychotherapists, policy members and the Committee of Advertising Practice (CAP) to provide a well-rounded perspective from across the industry.

Klarna has also released a toolkit which will include branded stickers, Instagram story templates and badges to clearly illustrate the nature of the post, whether it’s an advert, part of an affiliate agreement or gifted.

This will be available for brands, influencers, consumers and agencies working with Klarna.

“By launching the Influencer Council, we set out to learn more about how brands, influencers and consumers interact with posts on social media and to create more clarity amongst online advertising guidelines,” said AJ Coyne, head of UK marketing, Klarna. “Each session has sparked fascinating discussions on responsibility, terminology and transparency and I believe that we’ve created guidance that is clear, easy to adopt and, most importantly, drives change for the better. These guidelines go further than any have done previously and set a precedent for brands across all industries to follow suit.”

Influencer Council chair, Christian Howes, said: “It’s been an honour to chair the Influencer Council and I am proud to have helped deliver a set of guidelines which will deliver greater understanding amongst consumers and influencers.
Howes added: “The industry is constantly evolving and so we will continue our meetings bi-annually to ensure that our guidelines keep up with the latest trends and are applicable across all platforms.”

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