CARS.CO.ZA supports greater transparency in South Africa’s creator economy

Cars.co.za has welcomed the growing industry focus on clear disclosure in influencer and creator marketing, supporting the Advertising Regulatory Board’s guidance that paid, gifted or otherwise incentivised content must be easily identifiable to consumers.

As a brand that regularly collaborates with creators, automotive personalities and media partners, Cars.co.za believes disclosure protects everyone involved: audiences, creators, agencies and brands.

“Creator marketing has become an important and valuable part of how brands communicate,” says Nicole Capper Austin, Chief Marketing Officer of Cars.co.za and Chair of the IAB South Africa Influencer Marketing Committee  “Its continued credibility depends on audiences being able to distinguish between an independent recommendation and content arising from a commercial or other material relationship.”

Cars.co.za supports the principle that disclosure should be clear, visible and built into every stage of a creator campaign, from the initial brief and contract to content approval and publication.

This applies not only to direct payment, but also to gifted products and services, event invitations, sponsored experiences, employment relationships, affiliate arrangements and other benefits that may influence how a brand or product is presented.

“Disclosure should not be viewed as something that diminishes good creator content,” Capper Austin adds. “Done properly, it strengthens the relationship between creators and their audiences because it is grounded in honesty. Brands also have a responsibility to give creators clear guidance and ensure that disclosure is not treated as the creator’s responsibility alone.”

Cars.co.za welcomes the IAB South Africa Influencer Disclosure Toolkit as a practical resource to help brands, agencies and creators apply the ARB’s disclosure principles consistently.

As South Africa’s creator economy continues to grow, Cars.co.za encourages brands working in the automotive sector and beyond to make transparency a standard part of their creator partnerships.

Nicole Capper Austin serves as Chair of the IAB South Africa Influencer Marketing Committee. The views expressed in this release are made in her capacity as Chief Marketing Officer of Cars.co.za and do not constitute a statement on behalf of the IAB.