Influencer marketing might be blurring the lines between journalism and celebrity culture.
In recent years, Ghana has seen a rise in the number of TV media personalities who have become influential on social media platforms such as Instagram and Twitter/X.
With a large following and loyal fans, these personalities share their opinions, lifestyles, and endorsements of various products and services.
But as more media personalities become influential, it raises some ethical questions and challenges.
One of these is the potential conflict of interest that may arise when a media personality is paid or sponsored by a company or organization to promote a specific product, service, or issue.
This may compromise the credibility and objectivity of the media personality, especially if they do not disclose their affiliation or relationship with the sponsor.
Influencer Marketing and Self-Regulation
Influencer marketing is a form of social media marketing that involves endorsements and product placements from influencers — people or organizations with a high level of expertise or social influence in their field.
A media personality may receive money, gifts, free trips, or other benefits from a brand in exchange for endorsing or promoting their products or services on their personal or professional platforms.
Over the years, influencer marketing has become a popular and effective way of reaching and engaging potential customers, especially among the younger generation.
According to Statista, an online data service, ad spending in the Influencer Advertising market in Ghana is forecasted to reach US$1.01m in 2025.
But the rules of influencer marketing and journalism are still murky.
According to the Ghana Journalists Association (GJA) Code of Ethics, media professionals should avoid any situation that may create a conflict of interest or compromise their independence and impartiality.
The code also states that practitioners need to disclose any personal or financial interest that may affect their reporting or commentary.
However, the GJA Code of Ethics does not explicitly address the issue of influencer marketing and how it affects media professionals. This leaves a gap in the ethical guidance and regulation of influence marketing.
Moreover, the GJA Code of Ethics is not legally binding and relies on the voluntary compliance and self-regulation of media professionals.
However, there’s no incentive to self-regulate.
Many argue that brand endorsements may compromise a media personality’s credibility, integrity, and independence as a journalist (if they’re in that field).
Endorsements may mislead the audience or consumers who may not be aware of the relationship between the media personality and the brand. (especially, if it’s not publicly disclosed)
At times, media personalities do not disclose their endorsements publicly, especially if they are discussing a topic that may involve the company or brand that may be endorsing them.
Regulation (Or lack thereof) for Influencers and Media Personalities
More and more countries have started putting in regulations and rules when it comes to influencer marketing.
In India, the Central Consumer Protection Authority (CCPA) laid out rules that include publishing clear disclosures about brand associations so that there is transparency and consumers are protected.
In 2024, India’s Securities and Exchange Commission penalised several prominent financial influencers for giving out investment advice.
South Africa has implemented its own rules, which include having brands have written contracts in place with any paid influencers.
In Ghana, there is no central Consumer Protection Agency that has rules in place for disclosure when it comes to media personalities and celebrities.
If a media personality fails to disclose their endorsement with a brand, especially in conflict of interest cases, there are no repercussions or penalties.
As audiences start to shift to social media, the temptation for media personalities to leverage their following for monetary gains is something that needs to be addressed.
Media houses might need to draft more guidelines about product/company endorsements for their journalists to abide by to prevent any conflicts of interest.
By being aware, educated, and ethical, media professionals can avoid creating more conflicts of interest for themselves and can maintain their credibility and reputation as trusted sources of information.
