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    Home » Australia’s AANA Code: Ethical Influencer Marketing 2025
    Compliance

    Australia’s AANA Code: Ethical Influencer Marketing 2025

    Jillian RhodesBy Jillian Rhodes28/08/2025Updated:28/08/20256 Mins Read
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    Staying compliant with the AANA Code of Ethics for influencer marketing is essential for brands and creators navigating Australia’s digital landscape in 2025. This guide demystifies the primary keyword while spelling out practical steps for ethical content. Read on to understand your obligations—and how best to build trust with your audience.

    Understanding the AANA Code of Ethics: Influencer Marketing Rules

    The Australian Association of National Advertisers (AANA) Code of Ethics serves as the backbone for influencer marketing across Australia. Revisions over recent years reflect changing media consumption habits, especially the surge in social media content. The code covers all forms of commercial communication—including sponsored posts and affiliate promotions on Instagram, TikTok, and YouTube.

    At its core, the Code of Ethics ensures fairness, transparency, and honesty in all advertising. Influencers and brands are jointly responsible for disclosures, truthful messaging, and adherence to community standards. The code isn’t optional; it is enforced in partnership with Ad Standards, and non-compliance can cause reputational and legal risks. In 2025, the code also addresses AI-generated endorsements and stipulates clear standards for both real and virtual influencers.

    Key Requirements: Transparency and Disclosure in Influencer Marketing

    Transparency sits at the heart of influencer marketing best practices. The AANA Code of Ethics stipulates that any material connection—such as payment, free products, or gifts—between a brand and influencer must be disclosed clearly, immediately, and prominently. Hiding or making disclosures ambiguous is considered a breach.

    Accepted forms of disclosure are explicit: hashtags like #ad, #sponsored, and similar clear labels must appear at the beginning of a post or video description, not buried or hidden among other tags. Failure to make prompt and obvious disclosures can result in complaints to Ad Standards. In 2025, platforms are also rolling out integrated disclosure features—such as paid partnership tags—which are required in addition to textual or verbal acknowledgements.

    • Always make disclosure obvious and near the start of your content.
    • Use language familiar to the audience: “ad”, “sponsored”, or platforms’ official tags.
    • Disclose both monetary and non-monetary sponsorships (like free accommodation or travel).

    Responsible Messaging: Truthfulness and Accuracy in Brand Collaborations

    Honesty isn’t just a legal requirement—it builds credibility. The AANA Code of Ethics for influencer marketing requires that all advertising communication must be truthful and not misleading or deceptive. This applies to testimonials, reviews, endorsements, and any claims made about products or services.

    If an influencer promotes a skincare product, for example, they must not exaggerate its results or present before-and-after pictures that are digitally altered. The Code also bars content that could cause fear, distress, or offense beyond reasonable standards. Special care applies to claims around health, finance, or performance. Brands and creators must keep evidence of any claims, and be prepared to present backup if challenged by Ad Standards in 2025.

    • Never make unsubstantiated or exaggerated claims.
    • Ensure testimonials reflect genuine personal experiences.
    • Keep evidence files: screenshots, receipts, and communications.

    Protecting Vulnerable Audiences: Children and Sensitive Content

    Stricter rules exist for advertising that targets or impacts children. The AANA Code of Ethics contains special provisions for influencer marketing directed at under-14s, or which may be viewed by them. Influencers and brands must not exploit children’s credulity or create unrealistic expectations around products.

    From 2025, there is no tolerance for paid promotion of age-restricted products—like gambling services, alcohol, or weight-loss supplements—targeted at minors. Influencers must also avoid featuring dangerous activities, excessive consumption, or depictions of anti-social behaviour in sponsored content likely to be accessed by young viewers. Breaches are taken seriously, and Ad Standards can require swift content removal or public clarification.

    • Assess your audience’s demographics using platform analytics before any partnership.
    • Flag and review content that might attract young viewers, even if the campaign targets adults.
    • Stay current on new rulings, especially regarding digital and interactive content.

    Building Trust: Best Practices for Brands and Influencers

    Adhering to the AANA Code of Ethics isn’t just about compliance; it’s about building long-term trust. Brands and influencers who demonstrate ethical behaviour are rewarded with loyal audiences and lasting partnerships. Clear agreements, ongoing communication, and proactive record-keeping are non-negotiables in 2025.

    Prioritize professional contracts that spell out expectations for disclosure and approval of creative assets. Both parties should receive training on the Code’s requirements, with regular updates as regulations evolve. It’s also wise to regularly review content—both your own and your partners’—to ensure timely compliance.

    • Use written contracts and standardized disclosure templates.
    • Set up approval processes and checklists for sponsored posts.
    • Encourage team-wide education on changing codes and digital trends.

    Consequences of Non-Compliance: Complaints and Penalties for Influencer Marketing

    Ignoring the AANA Code of Ethics can have serious repercussions. If content is found to breach the guidelines, any consumer or competitor can file a complaint with Ad Standards. Investigations are typically completed within a month, and outcomes—including requests for content changes or take-downs—are published publicly.

    Recent Ad Standards data reveals a significant increase in influencer-related complaints during 2024–2025, particularly concerning unclear disclosures and exaggerated claims. Brands risk more than reputational harm: potential penalties include losing sponsorships, being blacklisted for future collaborations, or facing regulatory investigations by the Australian Competition & Consumer Commission (ACCC).

    • Address any complaints promptly by cooperating with Ad Standards’ process.
    • Keep a record of compliance steps for each campaign in case of queries.
    • Invest in regular legal and compliance training for all marketing staff.

    FAQs: Australia’s AANA Code of Ethics and Influencer Marketing

    • What is the primary purpose of the AANA Code of Ethics for influencer marketing?

      The code exists to ensure transparency, honesty, and responsible messaging in advertising—including influencer content. It protects consumers and supports fairness across Australia’s ad industry.

    • How should influencers disclose paid partnerships in 2025?

      Influencers must use clear, upfront disclosures such as #ad, #paid, or platform tools (like Instagram’s “paid partnership” label) at the beginning of the content. Ambiguous or hidden disclosures are not sufficient under the code.

    • Who is responsible for compliance: the influencer or the brand?

      Both parties share responsibility for adhering to the AANA Code of Ethics. Brands need to ensure influencers are briefed and contracts spell out compliance steps; influencers must also educate themselves and act transparently.

    • What happens if the Code of Ethics is breached?

      Complaints can be lodged with Ad Standards. If a breach is found, both influencer and brand may be publicly named and asked to amend or remove the problematic content. Repeated breaches can result in reputational or commercial damage.

    • Does the code apply to unpaid gifts or PR packages?

      Yes. Any material connection, whether monetary payment or gifts, falls under disclosure rules. If you receive a free product with an expectation to feature it, this must be disclosed as a sponsored post.

    Complying with Australia’s AANA Code of Ethics for influencer marketing ensures your campaigns are legal, ethical, and trusted in 2025. By prioritizing clear disclosure, honesty, and audience protection, you’ll foster consumer confidence and sustainable brand growth in Australia’s dynamic digital market.

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    Jillian Rhodes
    Jillian Rhodes

    Jillian is a New York attorney turned marketing strategist, specializing in brand safety, FTC guidelines, and risk mitigation for influencer programs. She consults for brands and agencies looking to future-proof their campaigns. Jillian is all about turning legal red tape into simple checklists and playbooks. She also never misses a morning run in Central Park, and is a proud dog mom to a rescue beagle named Cooper.

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