Influencers are gaining remarkable ground. Their content‐creation abilities, their credibility and consumer identification all represent an added value in commercial communication. However, controversies have emerged regarding the contents they divulge, as it is not always easy to distinguish advertising communication in the contents they post. Standards and guidelines issued on the matter pursue such transparency. In the present article, we analyse the specific regulations, both of a legal and self‐regulatory nature, that exist today on influencer commercial communication in the Americas and Europe. A total of 35 documents (21 from the American continent and 14 from Europe) were analysed. The results suggest that both the standards and the consulted guidelines fulfil their function: they offer instructions and parameters that promote the transparency of commercial communication. Nevertheless, it was found that further advances were necessary regarding various issues: (1) a standard definition of the influencer term, to allow for its regulation; (2) an agreement among different countries on common parameters, given the borderless nature of this form of communication; and (3), the promotion of advertising literacy to raise consumer awareness of the cross‐divulgation of advertising and opinion.

中文翻译：

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规范影响者的商业传播：没有立法，几乎没有任何自律和政策建议


有影响力的人正在取得显着的进展。他们的内容创作能力、可信度和消费者认同度都代表了商业传播的附加值。然而，由于他们发布的内容中的广告传播并不总是容易区分，因此他们所披露的内容引起了争议。关于此事发布的标准和指南追求这种透明度。在本文中，我们分析了美洲和欧洲目前存在的关于影响者商业传播的具体法规，包括法律和自律性质。总共分析了 35 份文件（21 份来自美洲大陆，14 份来自欧洲）。结果表明，标准和参考指南均履行了其职能：它们提供了促进商业通信透明度的说明和参数。尽管如此，我们发现在以下几个问题上还需要进一步的进展：（1）影响者术语的标准定义，以便对其进行监管； (2) 鉴于这种通信形式的无国界性质，不同国家就共同参数达成一致； (3) 提升广告素养，提高消费者对广告和观点交叉传播的认识。