How to Create Influencer Marketing Guidelines
- Christopher. H
- Sep 30, 2025
- 4 min read
Updated: 3 hours ago
Without clear guidelines, influencer marketing creates poor brand partnerships.
Influencer marketing can scale your visibility fast—but if you break the rules, you risk public backlash, regulator fines, and serious brand damage.
Most founders don’t realise that the way you work with influencers is just as important as who you work with.
Here’s how to do it right.
What Are Influencer Marketing Guidelines?
In Australia, influencer marketing is regulated by both the Australian Competition and Consumer Commission (ACCC) and Ad Standards. These guidelines exist to protect consumers from misleading advertising.
Here’s what this includes:
Clear disclosure of paid partnerships
Honest and truthful product endorsements
No misleading or deceptive claims
Following platform-specific rules (e.g., Instagram's "Paid Partnership" tag)
Compliance with the Australian Consumer Law (ACL)
Each of these can be a legal issue—even if unintentional. You’re still liable as the business owner.
Why It Matters for Your Business
Legal Risks Are Real
The ACCC has already investigated influencers and brands for undisclosed promotions. Penalties include fines and forced public corrections.
Trust Is Everything
Consumers are more sceptical than ever. If they feel deceived, they won’t just unfollow—they’ll call you out.
Influencer Content Has Reach
One post can hit tens of thousands of people. That’s power—and liability.
Real-World Example:
When Strategy Saved a Launch
A Sydney skincare startup hired a beauty influencer who didn’t disclose sponsorships properly. The launch tanked due to bad PR. After working with Noize, they:
Set up influencer contracts with clear compliance clauses
Pre-approved all content
Trained influencers on disclosure
They relaunched 60 days later, with full transparency. Sales doubled. Reputation recovered.
What You Need Before You Start
Before you run influencer campaigns, make sure you’ve got:
A clear brief for your influencer (what to say, what not to say)
Written contract or agreement (even if they're a micro influencer)
Guidelines for disclosure (hashtags like #ad, #sponsored)
Content approval workflow
Influencer media kit and performance expectations
Mentor Tip:
If you're unsure, treat any gifted product or incentive as a paid promotion.
How to Follow Influencer Marketing Guidelines:
Step-by-Step
Step 1: Learn the Legal Requirements
Study the ACL and ACCC influencer rules.
Summary can be found here: ACCC Guidelines for Influencer Marketing
Warning: You are liable even if the influencer breaks the rules.
Step 2: Write a Disclosure Policy
Create a simple 1-page document outlining when and how to disclose.
Include examples.
Mentor Tip: Include it in your contract. It protects both sides.
Step 3: Use Contracts With All Influencers
Even micro influencers should sign agreements.
Include:
Deliverables
Timeline
Content approval rights
Disclosure expectations
Use templates vetted by Australian legal advisors.
Step 4: Approve Content Before Posting
Don’t let posts go live without your review.
Look for:
Proper disclosure hashtags
Compliant language (no "guaranteed results")
No unverifiable claims
Mentor Tip:
Build this into your timeline so it doesn’t cause last-minute delays.
Step 5: Track and Report
Record all influencer activity.
Log:
Date of post
Screenshot of content
Link to post
Performance data
If challenged, you’ll have evidence of compliance.
What It Costs and How Long It Takes
Option | Cost Range | Best For |
DIY (Contract + Brief) | $0 - $250 | Founders with time and legal know-how |
Noize Compliance Kit | $150 (one-off) | Fast-track setup for influencer campaigns |
Hire Compliance Pro | $500 - $2,000 | Complex campaigns, regulated industries |
Benefits of Hiring (What Noize Helps With):
Templates, briefs, contracts all included
Saves you from legal risk
Faster campaign rollouts
Budget Tip: Run a mini pilot campaign with 1-2 influencers. Use that to refine your workflow.
Common Mistakes Founders Make
Thinking Micro Influencers Don’t Need Contracts
You’re liable no matter how small they are.
Leaving Disclosure Up to the Influencer
If they forget, you take the fall.
Using Ambiguous Language
Phrases like "life-changing" or "guaranteed" can trigger regulatory complaints.
Not Reviewing Content
Last-minute surprises can derail your whole launch.
Skipping Training
Educated influencers = less risk + better brand alignment.
What to Do Right Now
✅ Book with Noize — We help you run influencer campaigns that follow the rules and get results [Noize.com.au]
✅ Get the Startup Deck — Includes marketing templates, guides, scripts, and more [theStartUpDeck.com]
COMING SOON...
✅ Download our free Influencer Guideline Pack — Your quick-start guide to influencer marketing in Australia with our reachout scripts and checklist for your designing your influencer guidelines. [ProDesk.com]
The Bottom Line
Influencer marketing isn’t just a growth hack—it’s a legal minefield if mishandled. Do it the right way and it builds trust. Do it wrong and it damages your brand.
Start small. Stay compliant. Be transparent.
FAQs
Do gifted products count as paid promotion?
Yes. Any form of value exchange (even gifts) must be disclosed.
Is #gifted enough?
Not really. Use clearer hashtags like #ad or #sponsored.
Who is responsible if a post breaks the rules?
Both the brand and the influencer can be held liable. Always protect yourself with contracts and review processes.
Can I use international influencers?
Yes, but they still must follow Australian guidelines if targeting Australian audiences.
Where can I get templates for contracts and disclosures?
ProDesk or the Startup Deck include ready-to-use influencer marketing templates.
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