EASA monitors and promotes good standards in the continuously developing sector of Digital Marketing Communications. 

The advent of new forms of media using internet technologies combined with the use of smartphones, connected non-linear TV, influencer marketing on social media platforms and other media devices has opened up many new ways to advertise. The concept of new media is constantly evolving and, as these media are adopted and used particularly by young people, care is needed to ensure that such advertising is responsible.

In addition to the general principles of legal, decent, honest and truthful and socially responsible marketing communications, the International Chamber of Commerce’s Advertising and Marketing Communications Code incorporates an entire chapter (Chapter C) setting standards for responsible marketing communications to be followed by all the stakeholders involved in advertising practices using digital interactive media.

In October 2008, EASA published a Digital Marketing Communications Best Practice Recommendation to extend the remit of self-regulatory organisations to include digital marketing communications. EASA updated this document in 2015 to ensure advertising standards remain effective and relevant when it comes to the ever-changing digital landscape and interactive marketing techniques.  This Best Practice Recommendation has been ‘future proofed’ against new technological developments in advertising. An emphasis has been placed on the need for all marketing communications to be easily identifiable for consumers, no matter where or how they are displayed. The updated Recommendation is the result of extensive discussions involving self-regulatory organisations, the ad ecosystem (representatives of advertisers, agencies and the full media spectrum) as well as key external stakeholders, such as the Commission’s DG CONNECT.

Moreover, to more specifically respond to the challenges or the latest marketing techniques, EASA has published in 2018 its Best Practice Recommendations on Influencer Marketing. Influencers are a new actor in the ad industry, and it is vital that their sponsored content is presented and marked as such on all digital media, to guarantee transparency for consumers and distinguish it from their personal and editorial content. It is also paramount that when considering advertising, the content produced is subject to all the applicable rules for responsible advertising.