At Vamp, our aim is to establish the highest standards for creator marketing best practices. This article outlines the guidelines we expect brands to follow when constructing briefs on the Vamp platform, ensuring compliance with partnership requirements, advertising codes, and our own platform guidelines.
Key Objectives
- Construct Briefs Effectively: Brands should create clear, compliant briefs that meet advertising codes and Vamp’s guidelines.
- Adhere to Codes Throughout Campaign: Follow all relevant codes and guidelines throughout the campaign process to ensure compliance and effectiveness.
This list is not exhaustive; additional points may be added to briefs in line with code or guideline updates, which must also be adhered to.
Empowering Creators
We believe in giving creators full creative control over their content. Our platform's philosophy emphasizes beautifully effective content—high-performing, uniquely crafted by influencers or content creators that resonates with their audience. We empower creators to connect with their audience using your brand in a way that feels authentic to them.
Influencer Briefs
Mandatory Tagging
- All influencer briefs must include #ad as a mandatory tag within the 'Campaign Tags' section.
Alcohol-Related Content
When creating briefs for alcohol-related campaigns, brands must adhere to the following guidelines:
- Do not apply or partake in the brief if you are pregnant or might be pregnant
- Do not create or post sponsored content for an alcohol brand on TikTok
- Everyone featured in the content must look and be over 25 years old (All regions)
- The brief must only be sent to those who are over 25 years old (All regions)
- Everyone featured in the content must look and be over 21 years old (Middle East only)
- The brief must only be sent to those who are over 21 years old (Middle East only)
- Must include #DrinkResponsibly
- Follow ABAC guidelines (Australian-based campaigns)
- Do not picture or show more than one open bottle/can/glass per person in the shot
- Don’t feature alcohol in glasses/bottles that look more than half consumed.
- Don’t appear to be intoxicated or be affected by alcohol.
- Don’t promote alcohol as a requirement of fun.
- Don’t promote the rapid consumption of alcohol.
- Don’t promote the choice of a particular alcoholic beverage by emphasizing its alcohol strength.
- Don’t promote the consumption of an alcoholic beverage before or during any activity that requires a high degree of alertness or physical coordination (such as, but not limited to, driving or swimming).
- Don’t feature alcohol near a body of water.
- Do not show/depict drinking alone. Must feature more than 1x person in content
- Do ensure branded content is age-gated to 18 years or over in all permitted countries except as follows:
- Prohibited: Afghanistan, Brunei, Bangladesh, Egypt, Estonia, Gambia, India, Kuwait, Libya, Lithuania, Norway, Pakistan, Russia, Saudi Arabia, Turkey, United Arab Emirates and Yemen.
- 25 years or over: Sweden.
- 21 years or over: Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the United States.
- 20 years or over: Japan, Iceland, Thailand and Paraguay.
- 19 years or over: Canada, South Korea and Nicaragua.
Pharmaceutical, Health, or Beauty Industry
For briefs in these categories, brands must adhere to the following guidelines:
- Follow the published FTC and FDA guidelines (US-based campaign).
- Follow the published TGA social media advertising (Australian-based campaigns)
- Do not talk about your personal experience, or provide a ‘testimonial’ for the therapeutic good.
- Do not talk about or show the therapeutic good for any purpose other than its intended purpose.
- You can talk about the health benefits of the product, but only those that are typical and expected from the goods when used in accordance with the label, directions and purpose.
- If the brief requires specific language or statements to be included, then these must be adhered to.
- Ensure you read and follow label instructions, and state “always read the label” in your caption.
- Don’t use false lashes/extensions to enhance your look, or directly adjust images when submitting before and after shots.
- Don’t make medical claims (i.e. that a product has cured your skin condition).
- Don’t make time claims (e.g. my skin felt great immediately).
- Don’t refer to the product as a treatment.
- Don’t promote rapid weight loss.
- Don’t promote false or misleading information.
- Don’t promote prescription-only medicines (i.e. anti-wrinkle injections, dermal fillers, submental fat injections). For more information, please check the Therapeutic Goods Administration list.
- Don’t feature nor mention prescription/non-prescription drugs or medication.
- Don’t use quantifiable claims (i.e. four shades or visible) as they require disclaimers.
- Don’t make reference to competitor brands/medical companies.
- Don’t provide usage instructions and doses in the caption.
- Don’t talk about serious diseases or conditions.
Financial Services
When drafting briefs for financial services, brands must adhere to the following guidelines:
- Headline claims and offers must be balanced with information such as risks, fees and charges.
- Do not make any specific claims about the financial industry. Avoid giving direct financial advice such as - comparable rates, loan types, interest rate speculation, etc
- Don’t alter the meaning of the content provided or speak in an absolute/definitive manner. All advice is general and should be articulated this way.
Saudi General Council for AV Media
Brands must adhere to the following guidelines:
- Influencer Licensing: Do not apply for briefs if based in Saudi Arabia without the relevant influencer license.
Prohibited Items
The following items may not be promoted in briefs submitted via the platform, applicable to all regions and channels unless otherwise noted:
- Tobacco products
- Gambling and Gambling Tools
- Adult & Sexual Products
- Apps that reward users for completing surveys/watching ads/downloading apps
- Dating sites that promote infidelity
- No sexual suggestion (implying sex or sexual positions)
- Alcohol (TikTok - all regions, Instagram applies to Middle East region only)
- Infant Formula (Instagram & TikTok, applies to UK & EU only)
- Skin Whitening Products (Instagram & TikTok, applies to UK & EU only)
- Real Estate (Instagram only, applies to Middle East region only)
- Financial Services (Instagram only, applies to Middle East region only)
By adhering to these guidelines, brands can ensure their campaigns meet the highest standards of quality and compliance on the Vamp platform. For further assistance, please reach out to our Help Center.
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