Supporting slides from the SMW London 2016 Debate on Influencer Marketing and Native Advertising. Topics we discussed: • As the lines become increasingly blurred between advertising and editorial, what are the ethical implications for brands, influencers and publishers? • How are regulatory bodies addressing the pace of change and what regulation might be coming later down the line as a result? • What best practices should both influencers, publishers and brands be using right now? What regulation is emerging now that we need to be aware of? • Does sponsored content devalue peer recommendation? • Will the majority of online content eventually be paid-for? How will this have an impact on engagement and readership? • What commercial models are being used now and do these make sense? • What other commercial options might be available in the future? Panel Members: Alexei Lee (Fat Media / CollectivEdge) – As Head of Social and PR, Alexei’s role includes overseeing planning and execution of influencer marketing and social advertising campaigns for brands, businesses and charities. Debonita Choudhury (Elegantly Fashionable) – A fashion and travel blogger and Instagram influencer who has worked with brands such as M&S, House of Fraser and BooHoo. Christie Dennehy-Neil (IAB UK) – Public Policy Manager at the Internet Advertising Bureau UK, the trade body for digital advertising. The IAB helps publishers, agencies and advertisers to understand advertising regulation and works with its members to develop cross-industry good practice. Carla Faria (Time Inc) – Director of Content at The Foundry, the division responsible for commercial content at Time Inc (the UK’s biggest publishing network). Dan Eyre (UNiDAYS) – Social Media and Content Manager, heading up the global team responsible for delivering engaging and relevant content to this brand’s millennial and GenZ audience. Dan’s role includes overseeing a broad range of influencer engagement activity. Hosted by: Fat Media (http://www.fatmedia.co.uk) CollectivEdge (http://www.collectivedge.com) The video archive of the event can be viewed here: (Coming Soon)