From now on, there will be new labelling for collaborations and ads here on our blog. The reason is that there has recently been a new guide with guidelines from the Swedish Consumer Agency, which we of course plan to follow.
Table of contents
New guide with guidelines from the Swedish Consumer Agency
A new guide with guidelines from the Swedish Consumer Agency regarding marketing in social media and blogs was recently published. When we first read it, we mostly felt that "oh, how hard" and "how can we manage to fulfil this without it being weird?".
Now, after reading and reading and talking and talking, we have arrived at decisions that we think will be good. It is perhaps even the case that it will be better than before. The Consumer Agency's guidelines are of course intended to make it clear to the consumer what constitutes marketing, and we think this is also important.
What are the rules on labelling for collaborations?
The new information leaflet is written in a simple and accessible way, and has the following features yet it is not always easy to understand what is required. If we understand it correctly, all advertising (i.e. when you have been commissioned to promote something in exchange for payment or a product/service) must be labelled:
- In a prominent position
- With a clear layout
- Using words that the reader understands, such as "advert" or "advertising" ("In cooperation with ..." is not enough).
- It should read who who is behind the marketing
New labelling on sponsored posts
We have previously labelled our sponsored posts with "In collaboration with ...", but it is clear that this wording is not enough. We also think that we need to be clearer with the layout, and that the labelling should be visible even before you click on the post. Therefore, we have thought that in the future we will label sponsored posts in the following way:
- A purple border on the header image (visible even before you click in)
- Text in white on the purple border
- It says "Advertising cooperation"
- It says the name of the co-operation partner
So, what is a sponsored post?
A sponsored post is a post that we have been paid to write. We write what we want and think, but on a topic requested by the client (or agreed by us) and often with a link to the client's website. In a few cases, the post may be written by the client - in which case we will write "Guest post by xxx". Note! We often put at least as much (or more!) work and commitment into writing the sponsored posts.
New labelling on advertisements
Do we even have adverts, you might think. So far we've had extremely few adverts, but we're planning to put adverts in posts. We know that some people find it boring, but we don't really have the luxury of being able to choose to have a totally unsponsored blog. We do this on a very large part of our total working time and we have bills to pay. Well, now it was said.
We have built a structure that allows advertisers to be seen on all all of our 3000 blog posts and pages at the same time, giving advertisers extreme visibility. We hope to sell campaigns in this way. Readers will then see a similar labelling as the one on the sponsored posts. In order for you to recognise that it is an advertisement, the advertisements will be labelled:
- A frame with the colour purple and white text
- The width of the image will be slightly smaller than normal images (visible on a computer).
- It says "Advertisement"
- It says the name of the advertiser
This is what we label
We label all advertisements and articles that we have been commissioned to produce in return for money or goods/services.
If we are invited to an event or to try a service or product without the situation is different. In these situations, we choose whether we want to showcase the service/product and how we want to write about it. It is not a marketing assignment, and is therefore not labelled as such. On the other hand, we tell the reader that we have received a PR mailing from XXX, or whatever it may be.
Anita Wag Agrimanaki says:
Clear and good! Thanks for the information 🙂
19 February 2020 - 8:00
Liniz Travel says:
Really clear and good!
Have a nice day
Hugs
19 February 2020 - 8:14
Mr Nils-Åke Hansson says:
Then you know it!
19 February 2020 - 8:38
Travelsis says:
So clear and good!
19 February 2020 - 10:06
Emma, sun like sun? says:
It will be great with an informative bottom edge only. Nice!
19 February 2020 - 13:55
Matts Torebring says:
Almost everyone is "advert tired" today, even me as a self-employed person. This was good, I think, openly and honestly reported. Obviously you need to get an income, for such a huge amount of work and commitment that you do. Serious and great right through.
19 February 2020 - 16:49
BP says:
Of course you are tired of adverts! But I understand you, you want income. I think guidelines are good, and it's nice that you inform us readers beforehand.
19 February 2020 - 18:32
Solan says:
I think that Mr Torebring has valid points about your work! Agree! ?
19 February 2020 - 19:03
Daniel on FlyingDryden says:
Good review and clear labelling. Need to work on my own too. Thanks for the inspiration!
19 February 2020 - 19:05
Husis blog says:
Everyone has to live, including you.
Your blog is of a high standard so I suspect that those of us who follow will continue to follow. Surely you also get new followers over time.
19 February 2020 - 20:13
bmlarstravellingblog says:
??
Agree with all previous speakers!
19 February 2020 - 20:31
Lena - good for the soul says:
Sounds like a very clear and good organisation of the new requirements. Can't be missed.
Hug Lena
20 February 2020 - 6:03
Mr Göran Waldt says:
This is something everyone needs to think about, including me. I can see that, and I guess I just need to get on with it and start thinking.
20 February 2020 - 22:11