The labeling committee, which took place on July 7, 2023, awarded the first e-label « Responsible Influence Advisory Agency » to the agencies CHANGE, JIN, KINGCOM, OGILVY, WELLCOM, and WOÔ, all members of SCRP. Initiated by the Syndicate of Public Relations Consultants and evaluated by AFNOR Certification, this e-labeling represents a significant milestone in promoting responsible influence within the communication industry.
« With the law regulating commercial influence, which strengthens the legal responsibility of brands and organizations in their business collaborations with influencers, these first e-labels ‘Responsible Influence Advisory Agency’ come at the right time. Advisory agencies will be able to turn their commitments into actions, and brands will benefit from an indicator to select their partners more effectively to carry out, together, increasingly responsible influence campaigns, » commented Pascale Azria, administrator and leader of the SCRP’s influence committee.
With the law regulating commercial influence, which reinforces the legal responsibility of brands and organizations in their commercial collaborations with influencers, these initial e-labels ‘Responsible Influence Advisory Agency’ arrive at the right moment. Advisory agencies will be able to translate their commitments into actions, and brands will benefit from an indicator to select their partners more effectively in order to jointly carry out increasingly responsible influencer campaigns, » commented Pascale Azria, administrator and leader of the SCRP’s influence committee.
The SCRP initiated this first e-label specifically tailored to advisory agencies, in line with its efforts to promote responsible practices. This aligns with the Charter for Relations with Influencers it signed in 2020, which established stringent requirements for consulting, transparency, integrity, compliance, and measurement. Additionally, the creation of the ‘Brand-Influencer Relations’ training in 2023, in collaboration with the AACC, reflects the SCRP’s commitment to responsible influence.
To obtain it, candidate agencies complete a questionnaire based on the issues outlined in the Charter for Relations with Influencers, aligned with the requirements of both the law regulating commercial influence and the ethical recommendations of the ARPP. The questionnaire consists of 6 questions structured around the three audiences addressed by advisory agencies in their influencer relations practices: internal, influencers, and their client companies/organizations. For each criterion, they provide evidence justifying their responses, which are then audited by AFNOR Certification. Depending on their responses, they may or may not meet the minimum level required for certification. Three levels are distinguished: 1 star, engaged level, 2 stars, confirmed level, and 3 stars, expert level.
Pioneers of responsible influence, these first 6 certified agencies have been acknowledged for formalizing their commitment through the implementation of ethical and transparent practices :
- CHANGE ⭐⭐
- JIN ⭐⭐⭐
- KINGCOM ⭐⭐⭐
- OGILVY ⭐⭐
- WELLCOM ⭐⭐
- WOÔ ⭐⭐
A second certification session will be opened starting in September and will be accessible to SCRP members, joined by members of the AACC.