Unilever CMO Keith Weed Calls for Greater Transparency to Fight Influencer Fraud

Image: Unilever

Unilever CMO, Keith Weed is calling for greater transparency in the influencer marketing space in an effort to fight fraud in the digital ecosystem along with creating better experiences for consumers and improve the ability of brands to measure the impact of influencer campaigns.

“In February, I said we needed to rebuild trust back into our digital ecosystems and wider society. One of the ways we can do that is to increase integrity and transparency in the influencer space,” said Weed. “We need to address this through responsible content, responsible platforms and responsible infrastructure.”

Weed specifically pointed to influencers unethically inflating their numbers as part of the problem

 
 

“At Unilever, we believe influencers are an important way to reach consumers and grow our brands. Their power comes from a deep, authentic and direct connection with people, but certain practices like buying followers can easily undermine these relationships.”

According to Unilever marketers currently have limited tools to accurately measure influencer programming and track authentic engagement. As the influencer marketing space grows, Unilever said they are looking to work with social platforms for increased visibility and transparency.

Unilever announces three commitments:

  • Transparency from Influencers: We will not work with influencers who buy followers.
  • Transparency from Brands: Our brands will never buy followers.
  • Transparency from Platforms: We will prioritize partners who increase transparency and help eradicate bad practices throughout the whole ecosystem.

Unilever is one of the world’s largest advertisers and carry great sway on the industry. Weed pledged in February not to work with platforms that incite hate, spread division or fail to protect children, as another clear commitment to partnering with responsible platforms which create a positive impact on society.

 
 

At this year’s Cannes Lions Festival of Creativity, Keith Weed will convene a group including the World Federation of Advertisers, Instagram and Richard Edelman to partner in leading the industry to bring increased trust, transparency and integrity in the influencer space.

“We need to take urgent action now to rebuild trust before it’s gone forever,” said Weed.

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