Regulatory diversity hinders advertising parameters in social networks
In the 39th edition of the Advertising Law Conference, Ricardo Alberto Antequera Hernández, managing partner of the law firm Antequera Parilli & Rodríguez, was invited to participate as a speaker and discuss the legal regulations related to the latest global trends in social network marketing, becoming the first Venezuelan to be a speaker at this important meeting.
In the last edition of the conference organized by the Association of National Advertisers of the United States, Antequera Parilli Hernández attended as a panelist in the talk dedicated to Global Advertising: “Influencers, Product Placement and local practice pointers”.
In his speech, Ricardo Alberto offered an overview of the laws in force in South America regulating this activity, emphasizing that the great diversity of regulatory frameworks, absence of regional agreements and different variables that escape the legal parameters, invite to review the advertising initiatives in the environment of social networks.
In this context, he also discussed the emergence of influencers as figures of great importance in online marketing campaigns for their significant ability to generate consumer engagement with the brand. Even so, their activity continues to be a legislative challenge due to their participation in the promotion of products and services.
The presentation was also enriched with the participation of exhibitors from the United Kingdom, Turkey, Belgium and Costa Rica.
The ANA, which represents the marketing sector in the United States, gathers every year in this conference representatives of numerous globally recognized brands to discuss the legal regulations currently governing the activity of this industry. In its last edition, it managed to gather 730 attendees, among whom were representatives of more than 230 brands.