‘Do not mislead consumers’ – Toly’s Head of Business Development gives advice to influencers

In recent years, influencer marketing has become one of the best ways for consumer-goods companies to advertise their products.

But, as noted by Amanda Xuereb, Head of Businesses Development at cosmetics company Toly, the practice is increasingly becoming subject to the same regulation as other types of marketing, meaning that influencers need to follow a few simple rules to stay onside.

"Place the #ad very clearly on the top of the post," Ms Xuereb wrote.

"Do not mislead consumers by enhancing the product using filters," she added,

Ms Xuereb also advised brands to impose contractual obligations on their influencers to comply with all relevant regulations.

"A brand image can be negatively impacted if their influencers are called out on social negligence or any other aspect. Choose your partners wisely," she advised.

Ms Xuereb has been Toly's Head of Business Development for just over two years. She had previously worked as a General Manager at the company for six years. In between her two stints at Toly, she founded her own company, Beauty Trill.