Klarna has launched a new ‘Influencer Council’ to develop a “best practice guide” for influencers advertising online and shape responsible marketing for the financial services industry.

The global payments company said that the launch comes as research shows 30 per cent of Brits who have seen an influencer or celebrity give financial guidance have acted upon it, this number increased to 53 per cent when 16 to 24 year olds were asked.

According to a Censuswide study commissioned by Klarna, only 27 per cent of the UK market understands the purpose of the hashtags #ad, #affliate, and #gifted on influencer posts.

The new council, will be chaired by presenter and social media expert Christian Howes, and will incorporate a number of panel members, including: retailer PrettyLittleThing; Rupa Shah, founder & director of Hashtag Ad Consulting; Clare Seal, creator of My Frugal Year, founder of The Financial Wellbeing Forum and author.; Joel Gladwin, head of policy at Coadec; Kia Commodore, founder of financial literacy platform, Pennies To Pounds; Youtuber and Blogger Amelia Liana; psychotherapist and author Owen O’Kane; Lian Hirst, founder of PR & Digital agency, TRACE Publicity, and AJ Coyne, head of marketing at Klarna.

“I am delighted to be appointed chair of Klarna’s Influencer Council,” said Christian Howes. “Transparency and consumer protection are the foremost priorities for all our Council members and with such a diverse panel, I’m confident that through this Council, we will be able to provide better, clearer and actionable guidance for everyone to use across all social media platforms.”

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