Hello and welcome to Season 6 and Episode 101 of the Public Sector Marketing Show.
In a recent episode, I talked about the value and power of influencer marketing in 2024.
But in today’s show, I’m going down the ethics road and asking some tough questions about the grey areas of this marketing discipline.
Did you know that there are laws in some European countries around child labour and influencer marketing?
Did you know that Ireland is also conducting research in this area?
Stay tuned for more on this and other ethical considerations brands, influencers and public sector should be mindful off.
Column – A reminder about the ethics in marketing
What are the four ethics in marketing?
Marketing ethics refers to the principles and values that guide the behavior of marketers:
1️⃣ Honesty
2️⃣ Responsibility
3️⃣ Fairness
4️⃣ Respect for consumers and society
Whether we are doing influencer marketing or PR, digital marketing, or social media marketing, it’s a good idea for all of us to be mindful of the core ethics in our work.
Consulting – What are the ethical concerns associated with influencer marketing?
Some people love it, some people hate it, some people have no opinion on it.
But whatever you think about influencer marketing it is big business and it is here to stay. It’s forecast to be worth almost $150 billion by 2030.
We are living in the Creator Economy where self-made TikTok, YouTube, and Instagram stars are creating six-figure incomes from the comfort of their own homes.
This new economy is being driven by social networks whose business model is built on our ATTENTION + PERSONAL DATA.
But what of the ethical concerns, what do we need to worry about?
💠 Authenticity
💠 Consistency
💠 Disclosure
💠 The Mirror Effect
Interview | Dr Francis Rees
In this episode, I have a fascinating interview with Dr Francis Rees her research which considers the impact of digital child labour on child performers (under 13) on social media sites such as TikTok, YouTube, and Instagram.
Effectively, her research says that children do not appear in their own right (as they are underage), but the parent or guardian acts as a conduit, managing the account and curating the content.
Follow Francis on Instagram @childinfluencerproject
Read more about her work here: https://www.essex.ac.uk/research-projects/child-influencer-project
Thank You for Listening!
Thank you for tuning into episode 101. If you are a regular listener, please rate and review our show.
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