‘Mum’s the word’: The online influencers secretly paid to go on 1News

You may have seen recent coverage about the payment of influencers to appear on One News and speak positively about a particular brand. This is not ethical and runs counter to the code of ethics we adhere to as members of the Public Relations Institute of New Zealand. We recommend that clients who are engaging with social media influencers ask those influencers to declare to their followers if they have received goods and services for free. If you would like more detailed advice on this matter, please get in touch. We’re happy to develop a standard social media influencer agreement for you to help provide clarity and transparency. For more about the PRINZ code of ethics click here.