{"id":9762,"date":"2026-04-01T16:00:58","date_gmt":"2026-04-01T08:00:58","guid":{"rendered":"https:\/\/regask.com\/?p=9762"},"modified":"2026-04-06T10:36:08","modified_gmt":"2026-04-06T02:36:08","slug":"die-australische-werbeaufsichtsbehorde-hat-einer-beschwerde-uber-nicht-deklarierte-influencer-werbung-fur-ein-getrankeprodukt-auf-tiktok-stattgegeben","status":"publish","type":"post","link":"https:\/\/regask.com\/de\/australia-ad-standards-upholds-complaint-on-undisclosed-influencer-advertising-for-beverage-product-on-tiktok\/","title":{"rendered":"Australische Werbeaufsichtsbeh\u00f6rde gibt Beschwerde wegen nicht offengelegter\u2026 statt"},"content":{"rendered":"<p>An <strong>12. M\u00e4rz 2026,<\/strong> Die <strong>Australischer Verband der nationalen Werbetreibenden (AANA),<\/strong> durch seine <strong>B\u00fcrgergremium,<\/strong> erlie\u00df eine Entscheidung zu folgendem Thema <strong>Offenlegungspflichten f\u00fcr Werbung im Influencer-Marketing<\/strong> innerhalb der <strong>Lebensmittel- und Getr\u00e4nkesektor.<\/strong> Das Urteil folgte einer Beschwerde \u00fcber einen TikTok-Beitrag, der f\u00fcr ein Getr\u00e4nkeprodukt warb. <strong>Die bezahlte Zusammenarbeit wurde nicht klar offengelegt.,<\/strong> und gilt f\u00fcr Unternehmen, die Influencer f\u00fcr digitale Werbezwecke in Australien einsetzen.<\/p>\n<div class=\"row\"  id=\"row-808793277\">\n\n\t<div id=\"col-1794402770\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\t<div id=\"gap-464554542\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-464554542 {\n  padding-top: 20px;\n}\n<\/style>\n\t<\/div>\n\t\n<h2>Details zum Update<\/h2>\n\t<div id=\"gap-848105820\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-848105820 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"auto\">Der\u00a0<\/span><b><span data-contrast=\"auto\">AANA-Gemeinschaftsgremium<\/span><\/b><span data-contrast=\"auto\">\u00a0Ich habe einen Fall gepr\u00fcft, in dem es um Influencer-Inhalte auf TikTok ging, die f\u00fcr ein gemeinsam hergestelltes Getr\u00e4nkeprodukt warben, aber\u00a0<\/span><b><span data-contrast=\"auto\">Es gelang nicht, den Inhalt klar als Werbung zu kennzeichnen.<\/span><\/b><span data-contrast=\"auto\">. Das Gremium kam zu dem Schluss, dass die Darstellung gesponserter Inhalte als organisch oder pers\u00f6nlich\u00a0<\/span><b><span data-contrast=\"auto\">verst\u00f6\u00dft gegen Transparenzstandards<\/span><\/b><span data-contrast=\"auto\">\u00a0im Rahmen der Werbeethik.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Die Entscheidung bekr\u00e4ftigt, dass\u00a0<\/span><b><span data-contrast=\"auto\">Beitr\u00e4ge von Influencern m\u00fcssen eine klare und sichtbare Offenlegung bezahlter Partnerschaften oder Kooperationen enthalten.<\/span><\/b><span data-contrast=\"auto\">\u00a0bei der Vermarktung von Markenprodukten. Es wird ferner klargestellt, dass\u00a0<\/span><b><span data-contrast=\"auto\">Inhalte, die organisch erscheinen, aber mit kommerziellen Vereinbarungen verkn\u00fcpft sind, unterliegen weiterhin der Durchsetzung.<\/span><\/b><span data-contrast=\"auto\">, auch wenn es indirekt ist.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Das Urteil hebt auch hervor, dass\u00a0<\/span><b><span data-contrast=\"auto\">Marken sind daf\u00fcr verantwortlich, die Einhaltung der Influencer-Richtlinien sicherzustellen.<\/span><\/b><span data-contrast=\"auto\">, nicht nur die Urheber der Inhalte selbst. Im Falle der Nichteinhaltung,\u00a0<\/span><b><span data-contrast=\"auto\">Social-Media-Plattformen k\u00f6nnen Inhalte nach beh\u00f6rdlichen Meldungen entfernen.<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1794402770 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1151434540\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Frist<\/h2>\n\t<div id=\"gap-1719572852\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1719572852 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Die Entscheidung lautete: <strong>ver\u00f6ffentlicht am<\/strong> <strong>12. M\u00e4rz 2026,<\/strong> und gilt ab diesem Datum.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1151434540 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-326798208\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Warum es wichtig ist<\/h2>\n\t<div id=\"gap-1697829153\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1697829153 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Diese Entscheidung st\u00e4rkt <strong>Regulatorische Klarheit in Bezug auf Transparenz im Influencer-Marketing<\/strong> und richtet die Durchsetzung an der sich entwickelnden<strong> Praktiken der digitalen Werbung.<\/strong> Es unterst\u00fctzt einheitlichere Offenlegungsstandards \u00fcber verschiedene Plattformen hinweg und verbessert <strong>Verbrauchervertrauen,<\/strong> und ermutigt <strong>effiziente Compliance-Prozesse<\/strong> ohne zus\u00e4tzliche regulatorische Belastung einzuf\u00fchren.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-326798208 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-519631543\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>Wen das betrifft<\/h2>\n\t<div id=\"gap-1604447070\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1604447070 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Dieses Update ist relevant f\u00fcr <strong>Marketingteams, Experten f\u00fcr regulatorische Angelegenheiten, Rechts- und Compliance-Abteilungen sowie Teams f\u00fcr digitale Strategie.<\/strong> innerhalb von Organisationen, die f\u00f6rdern<strong> Lebensmittel- und Getr\u00e4nkeprodukte \u00fcber Influencer<\/strong> in Australien.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-519631543 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1713676474\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h2>N\u00e4chste Schritte<\/h2>\n\t<div id=\"gap-2121232508\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-2121232508 {\n  padding-top: 15px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span data-contrast=\"auto\">Organisationen sollten\u00a0<\/span><b><span data-contrast=\"auto\">\u00dcberpr\u00fcfung bestehender Influencer-Marketing-Vereinbarungen und digitaler Inhalte<\/span><\/b><span data-contrast=\"auto\">\u00a0um sicherzustellen, dass alle\u00a0<\/span><b><span data-contrast=\"auto\">Gesch\u00e4ftsbeziehungen werden klar offengelegt<\/span><\/b><span data-contrast=\"auto\">. Funktions\u00fcbergreifende Zusammenarbeit zwischen\u00a0<\/span><b><span data-contrast=\"auto\">Rechts-, Compliance- und Marketingteams<\/span><\/b><span data-contrast=\"auto\">\u00a0ist unerl\u00e4sslich f\u00fcr\u00a0<\/span><b><span data-contrast=\"auto\">Aktualisierung interner Richtlinien, Genehmigung von Arbeitsabl\u00e4ufen und Schulungsprogrammen<\/span><\/b><span data-contrast=\"auto\">\u00a0im Einklang mit den Transparenzanforderungen.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Da die regulatorische Kontrolle digitaler Werbung weiter zunimmt, werden L\u00f6sungen wie\u00a0<\/span><a href=\"http:\/\/regask.com\/de\/\"><b><span data-contrast=\"auto\">RegASK<\/span><\/b><\/a><span data-contrast=\"auto\">\u00a0kann Organisationen dabei unterst\u00fctzen, sich entwickelnde Anforderungen zu \u00fcberwachen und eine einheitliche Einhaltung in allen M\u00e4rkten sicherzustellen.\u00a0<a href=\"http:\/\/regask.com\/de\/\"><strong>RegASK<\/strong><\/a>\u00a0ist eine f\u00fchrende agentenbasierte KI-Plattform f\u00fcr regulatorische Analysen und Workflow-Orchestrierung, die globale Unternehmen in stark regulierten Branchen wie Konsumg\u00fcter und Life Sciences dabei unterst\u00fctzt, sich proaktiv in komplexen regulatorischen Umfeldern zu bewegen. Durch die Kombination von fortschrittlicher agentenbasierter KI mit Expertenwissen,\u00a0<a href=\"http:\/\/regask.com\/de\/\">RegASK<\/a>\u00a0liefert zeitnahe, vorausschauende und umsetzbare Erkenntnisse sowie eine durchg\u00e4ngige Automatisierung, optimiert Compliance-Prozesse, mindert Risiken und beschleunigt den Marktzugang in mehr als 160 L\u00e4ndern. <strong><a href=\"http:\/\/regask.com\/de\/\">Mehr erfahren<\/a> oder <a href=\"https:\/\/regask.com\/de\/demo-buchen\/\">Jetzt Demo buchen.<\/a><\/strong><\/span><strong>\u00a0<\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1713676474 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>\n<div class=\"row\"  id=\"row-1072413518\">\n\n\t<div id=\"col-547368558\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<div class=\"is-divider divider clearfix\" style=\"margin-top:2em;margin-bottom:2em;max-width:20%;height:1px;background-color:#a5acd9;\"><\/div>\n<h3>FAQs<\/h3>\n\t<div id=\"gap-189890867\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-189890867 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<h4><span class=\"TextRun MacChromeBold SCXW60762066 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW60762066 BCX0\">Was hat das AANA Community Panel entschieden?\u00a0<\/span><span class=\"NormalTextRun SCXW60762066 BCX0\">hinsichtlich<\/span><span class=\"NormalTextRun SCXW60762066 BCX0\">\u00a0Influencer-Werbung?<\/span><\/span><span class=\"EOP SCXW60762066 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-663519375\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-663519375 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\">Das Gremium gab einer Beschwerde statt, dass Influencer-Inhalte, die ein Getr\u00e4nkeprodukt bewerben, zweckentfremdet wurden.\u00a0<\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\">scheiterte<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">\u00a0<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">offenlegen<\/span><span class=\"NormalTextRun SCXW57770132 BCX0\">\u00a0eine bezahlte Partnerschaft<\/span><\/span><\/strong><span class=\"TextRun SCXW57770132 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57770132 BCX0\"><strong>,<\/strong> Versto\u00df gegen die Transparenzstandards in der Werbung.<\/span><\/span><span class=\"EOP SCXW57770132 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-547368558 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-2010765302\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW31461404 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW31461404 BCX0\">Welche Offenlegungspflichten gelten f\u00fcr Influencer-Marketing in Australien?<\/span><\/span><span class=\"EOP SCXW31461404 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-1165759183\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1165759183 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p>Influencer-Beitr\u00e4ge m\u00fcssen <strong>Alle bezahlten Partnerschaften oder Kooperationen m\u00fcssen klar und sichtbar offengelegt werden.<\/strong> bei der Vermarktung von Markenprodukten.<\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-2010765302 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1045114626\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW16626374 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW16626374 BCX0\">Was passiert, wenn Influencer-Inhalte nicht den Vorgaben entsprechen?<\/span><\/span><span class=\"EOP SCXW16626374 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-1364696694\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1364696694 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">Nicht konforme Inhalte k\u00f6nnen sein\u00a0<\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">unterliegt der Durchsetzung von Ma\u00dfnahmen<\/span><\/span><\/strong><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\"><strong>,<\/strong> einschlie\u00dflich<strong>\u00a0<\/strong><\/span><\/span><strong><span class=\"TextRun MacChromeBold SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">Entfernung durch Social-Media-Plattformen aufgrund regulatorischer Vorgaben\u00a0<\/span><span class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW85634548 BCX0\">Verweisung<\/span><\/span><span class=\"TextRun SCXW85634548 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW85634548 BCX0\">.<\/span><\/span><span class=\"EOP SCXW85634548 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1045114626 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1940490451\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n<h4><span class=\"TextRun MacChromeBold SCXW467662 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW467662 BCX0\">Wie kann\u00a0<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW467662 BCX0\">RegASK<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">\u00a0Unternehmen helfen\u00a0<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">entsprechen<\/span><span class=\"NormalTextRun SCXW467662 BCX0\">\u00a0Regulierungen f\u00fcr Influencer-Marketing?<\/span><\/span><span class=\"EOP SCXW467662 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h4>\n\t<div id=\"gap-1525430065\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1525430065 {\n  padding-top: 10px;\n}\n<\/style>\n\t<\/div>\n\t\n<p><a href=\"http:\/\/regask.com\/de\/\">RegASK<\/a> hilft Organisationen<strong> Regulatorische Aktualisierungen verfolgen, Compliance-Risiken bewerten und interne Pr\u00fcfprozesse optimieren,<\/strong> sicherstellen, dass Influencer-Marketing-Aktivit\u00e4ten mit Folgendem \u00fcbereinstimmen<strong> Lokale Offenlegungspflichten in den verschiedenen M\u00e4rkten. <\/strong><\/p>\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1940490451 > .col-inner {\n  margin: 0px 0px -20px 0px;\n}\n<\/style>\n\t<\/div>\n\n\t\n<\/div>","protected":false},"excerpt":{"rendered":"<p>On March 12, 2026, the Australian Association of National Advertisers (AANA), through its Community Panel, issued a decision addressing advertising disclosure requirements in influencer marketing within the food and beverage sector. The ruling followed a complaint \u0628\u0634\u0623\u0646 a TikTok post promoting a beverage product, where paid collaboration was not clearly disclosed, and applies to companies&#8230;<\/p>","protected":false},"author":41,"featured_media":9763,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33,511,34],"tags":[],"class_list":["post-9762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-australia-regulations","category-food-beverage-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Australia Ad Standards Upholds Complaint on Marketing<\/title>\n<meta name=\"description\" content=\"The Australia Ad Standards ruling highlights transparency in influencer marketing for beverage 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