{"id":789694,"date":"2025-10-02T14:22:28","date_gmt":"2025-10-02T11:22:28","guid":{"rendered":""},"modified":"2025-10-04T21:47:18","modified_gmt":"2025-10-04T18:47:18","slug":"etychnyj-kodeks-inflyuenser-marketyngu-krok-do-prozorogo-rynku-rezultaty-obgovorennya-eba-ta-iab","status":"publish","type":"post","link":"https:\/\/new.eba.com.ua\/en\/etychnyj-kodeks-inflyuenser-marketyngu-krok-do-prozorogo-rynku-rezultaty-obgovorennya-eba-ta-iab\/","title":{"rendered":"Influencer Marketing Code of Ethics \u2014 a step towards a transparent market: EBA and IAB discussion outcomes"},"content":{"rendered":"

\"\"On 24 September, the Marketing and Communications Committee of the European Business Association, in partnership with IAB Ukraine, held the event\u00a0The Impact of Ethics: Influencers, Business, Trust<\/strong>. Speakers discussed how to build transparent and responsible relationships between brands and opinion leaders. The event also featured the presentation of the Influencer Marketing Code of Ethics<\/strong> developed by IAB Ukraine.<\/p>\n

\"\"The event opened with a welcome speech by Natalia Ulynets<\/strong>, founder of Perfect PR agency, Head of the EBA Marketing and Communications Committee, who emphasised the importance of creating a \u201ctrust triangle\u201d<\/strong> between businesses, opinion leaders, and agencies.<\/p>\n

\"\"Myroslava Gribova<\/strong>, CEO of Be\u2014it Agency, outlined the main challenges in working with influencers: from misunderstandings about the importance of formalising collaborations and reluctance to label advertising, to failing to coordinate content with clients or handle competitors responsibly. She shared recommendations to improve the situation, including educational campaigns for influencers, brands, and agencies, as well as consolidating market participants around common rules. Agencies and businesses should proactively remind influencers about key legal requirements and adhere to them without compromise.<\/p>\n

\"\"Natalia Boronina<\/strong>, founder of the digital agency VIVID and head of the IAB Influencer Marketing Committee, presented the Influencer Marketing Code of Ethics<\/strong><\/a> \u2014 a set of recommendations for content created by opinion leaders for social media. She emphasised:<\/p>\n

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\u201cThe Influencer Marketing Code protects brands, creators, and audiences, fostering a sustainable ecosystem where honesty is valued over virality, and authenticity over trends.\u201d<\/em><\/p>\n<\/blockquote>\n

The Code defines the responsibilities of each party, advertising labelling requirements, and recommendations for brands and influencers.<\/p>\n

Natalia also shared data on the Ukrainian influencer marketing market: in 2024, its size reached UAH 714 million<\/strong>, marking a 74.9% increase compared to 2023<\/strong>. Growth of 20% is expected in 2025<\/strong>.<\/p>\n

\"\"Olena Andrienko<\/strong>, Chief LegalTech Officer at Publicis Groupe Ukraine and member of the Supervisory Board of the All-Ukrainian Advertising Coalition, spoke about the legal aspects of collaboration between businesses and bloggers. She explained how to differentiate advertising from sponsorship and product placement, the rules for labelling, regulations concerning sensitive product categories, and responsible AI usage.<\/p>\n

She also shared a checklist of points to consider when contracting with opinion leaders<\/strong>:<\/p>\n