Electronic Arts has outlined new transparency rules for an Influencer to abide by when dealing with sponsored content. Influencers are people with followings on sites like YouTube, Facebook, Twitch and Instagram who are chosen by publishers to show off content early or give praise to a product. They differ from game reviewers in that they are specifically chosen to shine a good light on what they are covering.
The post which was made by Electronic Arts Germany says that all Influencers must disclose their relationship with EA and will categorise the content in one of two ways #supportedbyEA or #advertisement.
#supportedbyEA – This includes all content for which EA has supported the creation or realization, for example by invitations to EA events and events and, if applicable, the transfer of travel expenses. However, for all content marked with #supportedbyEA, the viewer can be assured that EA has not made any editorial influence on the design of the content or made any specifications for the implementation. The content is independent, but the creation was supported by EA.
#advertisement – Contrary to contributions supported by EA, the #advertisement featured content is content that EA has been able to influence, or content created by EA itself.
It isn’t clear whether the rest of Electronic Arts will roll out these requirements for an influencer in other locations or whether it is limited to EA Germany. Other countries including the US and UK have legal requirements in place which were applied after previous undisclosed promotions by YouTubers and game publishers, including EA Ronku the publishers program for working with influencers.