{"id":9345,"date":"2021-05-19T09:31:00","date_gmt":"2021-05-19T09:31:00","guid":{"rendered":"https:\/\/inmix.dk\/?p=9345"},"modified":"2022-02-03T12:56:03","modified_gmt":"2022-02-03T12:56:03","slug":"dos-and-donts","status":"publish","type":"post","link":"https:\/\/inmix.dk\/en\/2021\/05\/19\/dos-and-donts\/","title":{"rendered":"Do’s and Don’ts"},"content":{"rendered":"
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Skrevet af Nathalie Jensen<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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N\u00e5r du bruger influencers, til at lave reklame p\u00e5 Instagram, er der visse juridiske regler, som det er vigtigt at b\u00e5de du og dine influencers f\u00f8lger. Vi har her samlet de mest essentielle regler, som du skal v\u00e6re opm\u00e6rksom p\u00e5, n\u00e5r du indg\u00e5r samarbejder om kampagner, med influencers.<\/span><\/p>\n

Helt grundl\u00e6ggende, s\u00e5 er det vigtigste at de influencers, som deltager i din kampagne, overholder e-handelslovens \u00a79 stk. 1. I denne st\u00e5r, at hvis en influencer viser produkter, logoer eller lignende, p\u00e5 deres medie skal det fremg\u00e5 tydeligt, at der er tale om reklame eller sponsoreret indhold. <\/span><\/p>\n

Konsekvenserne, hvis denne paragraf ikke overholdes, kan nemlig blive store, for b\u00e5de influenceren og din virksomhed. Forbrugere har nemlig mulighed for at sende en klage til forbrugerombudsmanden, som kan v\u00e6lge at udstede en b\u00f8de til influenceren for overtr\u00e6delse af markedsf\u00f8ringsloven \u00a7 37 stk. 4. Derudover kan du selvf\u00f8lgelig ogs\u00e5 selv f\u00e5 udstedt en b\u00f8de, j\u00e6vnf\u00f8r \u00a7 6 stk. 4, i markedsf\u00f8ringslovgivningen. Men der findes netop m\u00e5der at undg\u00e5 dette og ting du kan g\u00f8re for at sikre dig, at det bliver tydeliggjort, at der er tale om reklame i det delte indhold. <\/span><\/p>\n

M<\/i><\/b><\/span>en hvordan sikrer man sig dette? <\/i><\/b>
En god m\u00e5de at g\u00f8re det, er at s\u00e6tte nogle klare rammer for influenceren, allerede f\u00f8r samarbejdet indg\u00e5s, s\u00e5 begge parter er med p\u00e5 vigtigheden af det og klar over hvilke konsekvenser det kan have, hvis man ikke overholder lovgivningen. Det er nemlig vigtigt at alt content, som influenceren laver om din virksomhed, tydeligt fremg\u00e5r som reklame. Den nemmeste m\u00e5de, hvorp\u00e5 du sikrer dig at reglerne bliver overholdt, er ved at kr\u00e6ve af influenceren, at vedkommende benytter funktionen “betalt partnerskab med”. Denne g\u00f8r nemlig, at du og din virksomhed, skal ind og godkende at i er samarbejdspartnere, f\u00f8r influenceren reelt kan dele sit indhold. Foruden at denne funktion sikrer dig, at loven overholdes, s\u00e5 har den ogs\u00e5 nogle andre smarte features. Du kan nemlig dele indholdet direkte p\u00e5 din virksomheds profil ogs\u00e5 og benytte det til annoncering, direkte gennem Instagram. Smart ikke? Af denne grund vil vi klart anbefale dig og din virksomhed, at bruge denne funktion og ikke ‘bare’ lader influenceren skrive #reklame i deres posts og stories. <\/span><\/p>\n

Generelt er det ogs\u00e5 en god ting at vurdere den enkelte influencer, inden samarbejdet indg\u00e5s. Har denne person lavet mange kampagner f\u00f8r? Er det tydeligt angivet, at der er tale om reklame, n\u00e5r de har haft samarbejder tidligere? Hvis der er tale om st\u00f8rre influencers, som lever af det, s\u00e5 skal du ikke v\u00e6re lige s\u00e5 opm\u00e6rksom p\u00e5 det, da de er helt klar over hvad lovgivningen siger og hvilke regler der er p\u00e5 omr\u00e5det. Men hvis du indg\u00e5r samarbejder med influencers, hvis profiler er mindre og som laver det ved siden af et andet arbejde, s\u00e5 er det en god ide at have en tydeligere dialog om reglerne for det indhold, som de deler i kampagnen.<\/span><\/p>\n

Men nu t\u00e6nker du m\u00e5ske: hvorn\u00e5r er der egentlig tale om reklame?<\/i><\/b><\/span>
Der er tale om reklame n\u00e5r 1) Der enten er indg\u00e5et en skriftlig eller mundtlig aftale mellem influencers og virksomheder, om at influenceren laver omtale eller reklamerer for virksomhedens services eller produkter 2) N\u00e5r influenceren, p\u00e5 vegne af virksomheden, tilbyder eks. rabatkoder eller laver give-aways med deres produkter 3) N\u00e5r der er tale om affiliate aftaler, hvor virksomheden giver influenceren kommission af salg eller et bel\u00f8b pr. salg\/sign up etc. af produkter eller services. <\/span><\/p>\n

En anden ting, som er god at v\u00e6re opm\u00e6rksom p\u00e5- og g\u00f8re sig tanker omkring inden, er etikken omkring kampagnen og m\u00e5den hvorp\u00e5 det pr\u00e6senteres, at indholdet er sponsoreret. Du skal, som virksomhed, v\u00e6re sikker p\u00e5 at influenceren matcher dit produkt, s\u00e5 samarbejdet og det indhold, som influenceren producerer, virker trov\u00e6rdigt. T\u00e6nk over influencerens evne til at skabe gennemsigtighed omkring reklameret indhold, s\u00e5 vedkommende er \u00e5ben omkring det overfor sine f\u00f8lgere og det ikke \u201cgemmes v\u00e6k\u201c at der faktisk er tale om reklame.<\/span><\/p>\n

Vi h\u00e5ber I kunne bruge vores lille guide til noget, i arbejdet med jeres egne kampagner. Hvis I skulle have nogle sp\u00f8rgsm\u00e5l er I selvf\u00f8lgelig altid velkomne til at r\u00e6kke ud til os!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

I dette indl\u00e6g deler vi nogle juridiske pointer med dig, som du skal v\u00e6re opm\u00e6rksom p\u00e5, n\u00e5r du arbejder med influencer marketing.<\/p>\n Read more<\/a>","protected":false},"author":178476135,"featured_media":9348,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","om_disable_all_campaigns":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[26314],"tags":[],"class_list":["post-9345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ikke-kategoriseret","col-lg-4 col-sm-6"],"yoast_head":"\nDo's and Don'ts - 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