The Belgian e-commerce trade association BeCommerce has launched a new ‘trustmark’ for ads done by influencers. 

This ‘trustmark’ works like a seal of guarantee and aims to prevent fraudulent sales on social media. Belgian consumers can now easily check whether an influencer complies with European legislation in its advertising or promotions.

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In order to receive the ‘trustmark’ influencers need to comply with the current European legislation, as well as the guidelines set by the Belgian FPS for Economy. 

One of these rules is that influencers need to make sure that their ads are appropriate and not misleading. They also need to include the words “sponsored” or “ad” when they are recommending a product as part of an arrangement with a company.

To find out more about this new 'trustmark' you can go directly to the BeCommerce website here!

Scams are hot in Belgium 

At least since 2017, Belgium has experienced a dramatic rise in the number of online scams and frauds. 

According to the Federal Public Service Economy  the number of online scams have at leat quintupled in 2022. That’s why the FPS Economy is raising awareness of this problem as much as possible, for example via the website webshopsecurise.be. 

Anyone who notices a fraudulent web shop or who is a victim of a scam can report it via the FPS Economy contact point.

One of the most reported online scams in Belgium revolves around timber and alternative wood-derived heating sources. 

Apparently, scammers hoping to take advantage of the sharp price increases for timber set up websites selling various wood products, including wood pellets and firewood that can be used as an alternative heating source amid the ongoing energy crisis.

The scammers lure victims with attractive prices, which they also promote with advertisements, especially on social media, and sometimes enlist the help of influencers. 

But after a customer pays, the ordered goods are not sent, because they never existed in the first place. Most fraudsters stop replying to any attempts to contact them, or if they do reply, they attempt to extort more money from the victim.

In addition to filing a report with FPS Economy, victims are encouraged to contact their bank and file a report with local police.

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According to

Influencer marketing is still an unclear subject. As a YouTuber himself, Van Teylingen is able to provide clarity and show successful and less successful cases. Reading into the subject is extremely important for marketers who want to start with influencer marketing. Doing good research in advance can determine if there is a match between the brand and the influencer.

There are many pitfalls between these two parties. Van Teylingen says: “If an influencer has something at its disposal, then it is data. Be critical as a brand, but also let go of the judgments about influencer marketing. Do not put everyone in one place. It is also important to analyse what the right platform is for you as a brand. There is no holy grail, it is and remains custom work.”

Controlling influencers

In five years, Van Teylingen believes that marketing will be under more control. Purchased followers, subscribers, views and likes will then be filtered (better than now) by software. He hopes that influencers will increasingly see themselves as a brand and that they will adopt that attitude. Indeed: professionalisation. In addition to this, Van Teylingen thinks that more and more brands will become influencers themselves. Ultimately, every company will also have to become a media company - but with the right partners.

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