Background

Liking, subscribing, turning on notifications, regularly watching (or listening) and maybe donating have become part of many people’s routine. From the Internet influencers, we obtain tips for playing mobile games, stay informed about world events and financial matters, learn English, learn about makeup and fashion, and often make purchasing decisions based on their recommendations.  These influencers may be popular bloggers, YouTubers, TikTokers, and podcasters. We also tend to align with their personal opinions on controversial topics. This is particularly true for the Z generation, the digitally native group, who are increasingly fascinated with sharing their own stories on social media platforms and watching others’. They are more inclined to support or follow influencers, considering them important sources of information. Watching influencer content has become more commonplace than watching TV shows.

As a result, when some influencers are caught selling counterfeit products, causing trouble in Scandinavian furniture shops, promoting restricted medical products, or spreading conspiracy theories, the criticism from netizens is substantial. They demand that these influential influencers pay more attention to their words and actions and take up their social responsibility.

The Federal Trade Commission (FTC) and Advertising Standards Authority in the United States, as well as the Competition and Markets Authority (CMA) in the United Kingdom, have made rules that require influencers to honestly disclose their relationships with brands in their posts. In France, the “Responsible Influence Certificate” was developed by advertising agencies, which is issued to influencers who meet specific requirements for advertising transparency. According to reports, within 18 months of its launch, 150 certificates have been issued, and an increasing number of brands consider this certificate a necessary condition for collaborating with influencers.

This panel gathers local experts and influencers to explore ways to build responsible influence. It also discusses the roles that different stakeholders in the influencer community ecosystem, including influencers, advertisers, platform operators, and even the general public, should play.

Time & Venue

Venue: IEAT International Conference Center Meeting 8F Room 2 (No. 350, Songjiang Road, Zhongshan District, Taipei City)

This event is co-organized with：

Agenda

• Moderator:
  Liu, Yu-Jun, Executive Secretary (Institute of Watch Internet Network)
• Panelists:
  – Hung, Shao-Hua, Director of Business Development (Sunbathe Creative Co. Ltd.)
  – Chang, Yu-Chang, General Manager (Era Ogilvy Public Relations)
  – Kuo, Chun-Lin, Assistant Professor (Graduate Institute of Financial & Economic Law, Southern Taiwan University of Science & Technology)

15:45-16:00  Q&A