Povjerenje na prodaju? Kako su influenceri postali oglasni prostor / Trust for Sale? How Influencers Became Advertising Space

Je li povjerenje na prodaju?
Kako su influenceri postali oglasni prostor

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Panel "Real(ity) check!" donosi otvorenu raspravu o stvarnosti u digitalnom svijetu: od storytellinga do sponzora, od osobnog brenda do algoritamske igre. Tko tu koga influenca?

Razgovor će se posvetiti granici između stvarnog i "sponzoriranog", ulozi influencera i kreatora, ali i odgovornosti oglašivača, a fokus je na pravilnom označavanju komercijalnog sadržaja, transparentnosti oglašivačkih praksi i zaštiti potrošača u digitalnom okruženju.

Ono što je prije bio ležerni razgovor na kavi postalo je goruća digitalna tema koja je sve važnija za struku, a upravo zato IAB Croatia uskoro predstavlja Smjernice za influencer marketing, dokument koji donosi jasan i primjenjiv okvir za etičnu, transparentnu i odgovornu suradnju između brendova, kreatora i publike. Reality check zagarantiran za sve prisutne.

Na panelu sudjeluju članovi radne skupine i predstavnici IAB-a Croatia: Mario Fraculj (Algebra Bernays), Dario Marčac (Crew), Kristina Gotovac (Komunikacijski laboratorij), uz moderiranje Barbare Tolić Aušić (IAB Croatia).

We scroll through lives that don’t really exist. Or… do they?
The panel Real(ity) Check! opens up a candid conversation about truth in the digital world – from storytelling to sponsorships, from personal branding to the algorithm game. Who’s influencing whom?

We’ll explore the blurry line between real and “sponsored,” the role of influencers and creators and the responsibility of advertisers. The spotlight is on clear labeling of commercial content, transparency in advertising practices and protecting consumers in the digital space.

What used to be a casual coffee chat has become a burning digital topic – one that's increasingly important for the industry. That’s exactly why IAB Croatia is soon launching the official Guidelines for Influencer Marketing by IAB Croatia – a document that sets out a clear, practical framework for ethical, transparent and responsible collaboration between brands, creators and audiences. A reality check guaranteed for everyone in the room.

Joining the panel are members of the working group and representatives of IAB Croatia: Mario Fraculj (Algebra Bernays), Dario Marčac (Crew) and Kristina Gotovac (Komunikacijski laboratorij), with Barbara Tolić Aušić (IAB Croatia) moderating

Moderira: Barbara Tolić Aušić, IAB Croatia