Klarna launches pioneering “Influencer Council” to help brands navigate sector responsibly

Klarna has launched a new “Influencer Council” to develop a best practice guide for brands using influencers to advertise online and help shape responsible marketing in the sector.

It comes after the UK’s Advertising Standards Authority (ASA) banned four Klarna Instagram adverts in December 2020, which it deemed “irresponsible” for suggesting using its payments service could lift low mood during lockdown.

Klarna says it has now “reflected on our practices” and has set up the Influencer Council to “develop proposals so all parties can act correctly and responsibly”.

According to Klarna the evolving nature of online platforms means that the ASA’s guidelines are increasingly open to interpretation, leaving brands and influencer to unwittingly fall foul of the regulations.

The council will be chaired by presenter and social media expert Christian Howes and the panel members will include members from retailers like PrettyLittleThing, ad consultancies, PR agencies, YouTubers, bloggers and marketing executives.

READ MORE: Advertising watchdog bans “irresponsible” Klarna adverts

It will seek to provide input from those with direct experience, offering an insiders perspective on how to navigate the guidelines.

The first meeting is set to take place on March 11 2021.

“I am delighted to be appointed Chair of Klarna’s Influencer Council,” council chairman Howes said.

“Transparency and consumer protection are the foremost priorities for all our Council members and with such a diverse panel, I’m confident that through this Council, we will be able to provide better, clearer and actionable guidance for everyone to use across all social media platforms.”

Klarna’s head of UK marketing AJ Coyne added: “This is an issue that cuts across brands and sectors – we are looking forward to the discussions ahead and sharing the outcomes with all our influencers and retail partners.”

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