AMAA Launches Influencer Marketing Council

Not-for-profit industry body the Audited Media Association of Australia (AMAA) has launched a council for the Australian influencer marketing community called AIMCo.

Over recent months the AMAA has been engaged in industry consultation with more than 45 organisations engaged in influencer marketing, to understand the issues and opportunities and develop the Influencer Marketing Code of Practice. The code covers influencer vetting, advertising disclosure, contractual considerations including content rights usage and metrics reporting. A separate guide for buyers is also being created and metrics will be addressed in a detailed review in coming months.

AIMCo will provide a platform for companies to work within a collaborative forum to develop best practice standards. A Guiding Council of participating companies will oversee the final version of the Code of Practice and facilitate ongoing industry discussion to address influencer marketing performance. The final version of the code will be released following further industry meetings during coming weeks.

Josanne Ryan (pictured), AMAA CEO, comments: 'It's been great to see the enthusiasm and commitment the influencer marketing community has brought to this process. The move to collectively embrace industry best practice and embed this into their business model signals the maturing of influencer marketing'.

Web site: www.auditedmedia.org.au .