Influencers are people on social media that are capable of influencing others’ behavior and choice. This is more likely because they have a large number of followers and generate confidence.
“According to Daniel Herrera, digital director of the Carne agency, the 'influencers' with a smaller base of followers can earn per post between $300 and $500 US dollars, while the 'top' can bill up to $5,000 for sponsored content”, El Comercio said.
However, a problem that comes along with influencers is that the social media users are not able to know if the advertising they are doing is genuine or paid.
“In this context, Indecopi began preparing a digital guide to recommend transparency practices to local 'influencers' in early April, with the aim that their sponsored content can be differentiated”, the aforementioned media said.
Abelardo Aramayo, technical secretary of the Indecopi Unfair Competition Control Commission, told El Comercio that by the end of this year, a document that defines what an influencer is will be published.
He also explained that there is already a law that has an article referring to testimonial advertising, which establishes as an act of deception any promotion "not based on authentic and recent experiences of a witness".
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