A new certification mark in influencer marketing: how does it work, and why does it matter to companies and influencers alike?

The reliability and transparency of online marketing matter more than ever, and there is now a new development in the Netherlands: the ‘Certified by Influencerregels.com’ mark. It has been introduced by the DDMA (the Dutch trade association for data and marketing), the bvA (the Dutch association of advertisers) and the Stichting Reclame Code (the Dutch Advertising Code Foundation, SRC). The mark is relevant to influencers and their marketing agencies and managers, but also to companies and brands acting as advertisers.

Certification

Certification involves completing an online learning programme (an e-learning course of roughly one to one and a half hours) covering the most important advertising rules. Think of the main rules on transparent advertising, the relevant provisions of the Dutch Media Act, and rules for specific target groups, products and sectors. The topics covered include the correct use of hashtags, rules on finfluencing (advice on investing and crypto), advertising around alcohol and alcohol-free alternatives, rules on receiving products for free, and the ban on fake followers and likes. The certification has to be renewed annually, since the rules may change. Influencers are also kept informed of important changes to the rules by newsletter. The certificate can be obtained free of charge until August 2024, and for €50 thereafter.

Monitoring the mark

Once influencers have obtained their certification and been entered in the public register, the SRC monitors their online activities. That supervision involves deploying specific online tools to scan for keywords on platforms such as YouTube, Instagram and TikTok, looking for possible breaches of the Dutch Advertising Code.

This monitoring is not intended to scrutinise every post in minute detail. It is more of a general check to safeguard the integrity of the mark. Where a breach is identified during those checks, the SRC aims to give feedback through its Compliance department. The influencer is then advised to amend the content, rather than being sanctioned straight away. If the influencer refuses to explain themselves or will not cooperate, the SRC can report this to the DDMA and/or the bvA. They can approach the influencer and the advertiser, and can lodge a complaint with the Advertising Code Committee.

Relevance for companies and brands

For companies working with influencers, this mark can be valuable. It increases the likelihood that the influencers they work with comply with the advertising rules. By working with certified influencers, companies minimise the risk of breaches, which can have financial consequences and can also damage brand reputation. The following advertisers will shortly be working exclusively with certified influencers: Unilever, Heineken, L’Oréal, Coca-Cola, Kruidvat, TUI, McDonald’s, VTech and Nestlé. Platforms supporting the mark are TikTok, Meta, Facebook, Instagram, Google and YouTube.

Benefits for influencers and their agencies

After successfully completing the e-learning course, influencers are entered in a publicly accessible register. The influencer can also add a reference to the register themselves, or use the logo received on obtaining the certificate. As noted above, more and more major brands are making the certificate compulsory. And more and more marketing and advertising agencies are encouraging their influencers and clients to obtain it, among them Storyboard, A Million Faces, NextGen Talents, Media.Monks and &.media group.

For influencers, then, the mark serves as evidence of their professionalism and reliability. Holding the certificate could set them apart from uncertified influencers and may make them more attractive for collaborations with major advertisers.

Obtaining the certificate also reduces the chance of being taken to task or fined for breaching the advertising rules. Since 1 July 2022, large influencers (more than 500,000 followers) have had to comply with the rules flowing from the Dutch Media Act. There is also a special Advertising Code for Social Media & Influencer Marketing, which applies to all influencers. Where influencers do not comply with it, the Netherlands Authority for Consumers and Markets and the Dutch Media Authority can impose fines. The Advertising Code Committee can also decide whether an influencer has breached the advertising rules, and it publishes that decision on its website.