Klarna, the leading global payments and shopping service, and its industry-wide Influencer Council have released their Influencer Marketing Whitepaper to serve as a guide for influencers and brands to advertise online responsibly.

The Influencer Council, formed in March, was established to provide greater clarity on influencer marketing guidelines following research which revealed that only one quarter (27%) of UK consumers understood the use of advertising hashtags on influencers’ posts. The Council, chaired by Christian Howes, brought together brands, influencers, psychotherapists, policy members and the Committee of Advertising Practice (CAP) to provide a well-rounded perspective from across the industry.

The Influencer Marketing Whitepaper sets out series of guidelines for influencers and brands when posts covering a wide range of angles, including responsibility, geography and age range, transparency, emotive language and terminology.

Accompanying the Whitepaper, Klarna has also released a toolkit that will include branded stickers, Instagram story templates and badges to clearly illustrate the nature of the post, whether it’s an advert, part of an affiliate agreement or gifted. This will be available for brands, influencers, consumers and agencies working with Klarna.

You can download Klarna's Influencer Marketing Whitepaper here.