Belgian ecommerce commerce affiliation BeCommerce has launched a brand new trustmark for adverts by influencers. The trustmark goals to stop fraudulent gross sales on social media. Belgian customers can now simply examine whether or not an influencer complies with European laws.
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Fivefold enhance in fraudulent ads
In response to the Belgian Federal Public Service for Financial system, on-line fraud is an issue that’s changing into an increasing number of outstanding in Belgian ecommerce. The federal hotline obtained 773 stories of fraudulent ads in 2021, which was a fivefold enhance when in comparison with the 155 obtained stories in 2020. The full quantity that buyers spent on these adverts was multiplied by 4, to eight.6 million euros in 2021.
The brand new trustmark is a separate product from BeCommerce’s current one.
To forestall additional fraud, BeCommerce and former state secretary for Shopper Affairs Eva de Bleeker have created a trustmark for influencers. The brand new trustmark is an extra product, separate from BeCommerce’s current trustmark for on-line shops.
Consistent with European laws
With the intention to obtain the trustmark, influencers have to adjust to European laws, in addition to the rules set by the Belgian FPS for Financial system. Considered one of these guidelines is that influencers have to guarantee that their adverts are applicable and never deceptive. In addition they want to incorporate the phrases “sponsored” or “advert” when they’re recommending a product as a part of an association with an organization.
‘We’re one step nearer to a secure web setting for Belgian customers.’
In response to the EU laws, influencers additionally want to incorporate their enterprise tackle on their social media channels. This raised privateness issues, as most influencers make money working from home. Belgian influencers can now use BeCommerce’s tackle on their channels, to guard their privateness. “With the event of this trustmark we’re one step nearer to a secure web setting for the Belgian client”, says Sofie Geeroms, managing director at BeCommerce.