We have pledged the Content Creator Charter

Our Commitment as Marketers

We commit to inspiring and fostering a vibrant community around our client’s brands and products, while maintaining a respectful, transparent, and inclusive relationship with content creators.

We promise to reflect South Africa’s diversity in our creator partnerships, respecting all people regardless of gender, identity, culture, or background.

We commit to partnering with creators who have built their reputation through authentic efforts and talent. We get to know creators, make it clear why we choose to work with them specifically and encourage them to express their creativity and relay our brand message in their own ways while adhering to responsible guidelines.

We provide clear communication to content creators, ensuring they understand all required disclosures and regulations. We also provide the necessary information to avoid misleading claims and encourage open, honest communication with their followers. We do not ask creators to disguise our words as their own or share an opinion that is not genuinely theirs.

We use simple and clear written agreements with creators that outline all that is expected of them, where and for how long we intend to use their content and/or likeness, and the compensation and payment terms we are offering in exchange. We do everything in our power to pay our creator partners in time, as per our agreement.

We agree to comply with decisions made by the ARB with regards to our influencer marketing campaigns. Specifically, we will instruct our creator partners to remove or modify content they posted on our behalf if an official decision is made by the ARB that the content does not comply with South African advertising standards.

Our Commitment as Representatives of Content Creators

We commit to inspiring and fostering a vibrant community around the content and social profiles we have a hand in creating, avoiding any form of discrimination or harmful content. We value and respect the diversity of opinions of my followers, brand partners and other creators.

We do not encourage buying followers, views, engagements or engaging in follow-for-follow groups or engagement pods. We aim to build profiles and reputations through content.

We only collaborate with brands that align with shared values and commit to share honest opinions based on personal experiences.

We advocate for transparency with audiences about all paid partnerships, sponsorships, free products, and other benefits, using appropriate tags (e.g., #SponsoredBy, #ad).

We advise the avoidance of making false or misleading claims about products or services by verifying information with brand partners.

We act professionally with brand partners, respect agreements, and honour data privacy. We do not use others’ content without permission and credit the original creator wherever possible.

We agree to aid the compliance of decisions made by the ARB with regard to influencer marketing campaigns our clients have participated in. Specifically, we will assist in removing or modifying content posted if an official decision is made by the ARB that the content does not comply with South African advertising standards.