The UK Branded content industry, the place advertising and media mix, is a fast-growing sector that wants higher regulation, based on new research.
A survey of selling professionals discovered {that a} robust majority (68%) consider that advertising and marketing communications ought to at all times be identifiable as such. However, there was much less consensus on the industry’s function in making certain such identification may happen. Only 55% agreed that ‘it’s an industry precedence to assist customers to determine after they encounter advertising and marketing communications’, with 29% impartial and a small however important minority (16%) disagreeing.
Two studies launched this week by a global research crew led by University of the Arts London (UAL), the University of Stirling and Complutense in Madrid, Spain to discover the UK branded content industry and need for regulation.
Left to proper: Andrew Canter, Global Chairman of the BCMA, Professor Iain MacRury of the University of Stirling, Dr Sevil Yesiloglu of University of the Arts London (UAL) and Professor Jonathan Hardy, UAL.
Branded content covers a variety of communications which can be funded or produced by manufacturers, from manufacturers’ personal media to ‘native’ advertising and content that mixes advertising and marketing and editorial content. The first devoted survey on the UK Branded Content Industry finds that senior advertising and marketing professionals count on to see additional robust market development, particularly in influencer advertising and marketing. They determine the best problem as demonstrating the worth and goal of branded content to purchasers and wish to see higher inclusion and variety in promotional campaigns. Improving job satisfaction was additionally a key problem, addressing pay and circumstances, but in addition bettering client belief. The survey was carried out by the Branded Content Research Hub at UAL and supported by industry our bodies, the Branded Content Marketing Association (BCMA) and Content Marketing Association (CMA).
These attitudes to regulation hyperlink to the different report launched this week, Online Advertising Regulation: Policy Briefing. This report covers a interval of intense scrutiny on how one can regulate advertising on-line and through influencer advertising and marketing, involving consultations by the UK Government and the House of Commons Culture Committee.
The coverage briefing examines these developments in the UK however units them in a wider European context and features a report on associated coverage developments in Spain.
Jonathan Hardy, Professor of Communications and Media at UAL and mission lead, argued that laws haven’t saved tempo with developments in digital media and that the completely different therapy of communications throughout media results in gaps and anomalies.
He mentioned: “Currently, a teenage creator on TikTok, working with out skilled or authorized help, has a higher obligation to disclose ‘incentivised content’ than the skilled publishing sector.”
The briefing recommends that identification of advertising is established in legislation and enforced by a complete, technology-neutral statutory regulator. The briefing states that ‘a statutory regulatory framework supplies the finest mechanism for readability and steering on authorized necessities, to work alongside varied types of industry self-regulation… offering extra detailed steering on adherence and finest follow.’
Professor Iain MacRury of the University of Stirling, mentioned: “The Branded Content Governance mission provides a singular research alternative to discover regulation in a quickly shifting technological, cultural and social setting. We are delighted to be contributing in an prolonged examination of this vital discipline, and as a part of an knowledgeable worldwide crew with UAL, in London, and Complutense in Madrid, Spain.
“The mission’s shut collaboration with and scrutiny of a variety of industry and coverage stakeholders will add depth, energy and curiosity to our evolving findings” The Policy Briefing presents preliminary research work from the Branded Content Governance Project, a three-year worldwide research of the guidelines and rule-making processes by which content that’s produced or funded by marketeers is addressed in 32 nations, with an enhanced research focus on the UK and Spain. Read extra about the Online Advertising Regulation: Policy Briefing.Read extra about the UK Branded Content Industry: Report and Survey.
https://www.stir.ac.uk/information/2023/july-2023-news/new-research-sheds-light-on-the-uk-branded-content-industry-and-need-for-advertising-regulation/
