#EnTuMano the Help in Action campaign on sustainable holidays

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The #EnTuMano campaign is a good example of responsible marketing led by influencers Carolina Iglesias, Gersanc and Rocío Vidal, aimed at raising awareness among young people about the importance of caring for the planet. Through Instagram Stories, the influencers asked their followers about sustainable decisions when planning summer trips. They then revealed that the surveys were part of the Ayuda en Acción campaign, which seeks to promote sustainable travel and conscious consumption habits.

The influencers learned about sustainability from Rocío Vidal , highlighting the importance of a plant-based diet based on local products, using the train instead of the plane, and buying second-hand clothes to promote the circular economy and reduce waste.

The campaign focused on conveying the importance of the climate emergency and empowering young people to make sustainable choices. It also highlighted the responsibility of businesses and governments to achieve a sustainable world.

Ayuda en Acción seeks to encourage young people to take action, and its Instagram contest aims to foster learning and awareness with quality content on sustainable consumption habits. The campaign aims to listen to the voices of young people and promote climate justice.

Include post: #EnTuMano campaign_ #1Planet4All project

Krash Kosmetics and its inclusion campaigns
Spanish cosmetics brand Krash has become a powerful advocate for diversity and inclusion in Spain, calling itself gender neutral, and also free of ethnic labels, sizes, animal cruelty or vegan products.

Since its founding in 2018, its campaigns have stood out for showing people who have not traditionally been represented in the makeup industry, such as boys who wear makeup and drag queens. Founder Álvaro Vélez explains that the brand was created to create a safe environment where everyone could fit in, breaking barriers and being the first genderless makeup brand in Spain for 4 years.

Krash has collaborated with makeup professionals and figures from the LGTB Q+ community such as Carmen Jedet, Killer Queen, Ariel Rec and Arantxa Castilla-La Mancha, among others, demonstrating her commitment to diversity and authenticity.

Recommended reading: Inclusive influencer marketing: best practices


Latest updates from the Spanish government on regulations on responsibility and CSR for influencers
The Ministry of Consumer Affairs has conducted an investigation into the main social media platforms to detect possible cases of covert advertising by influencers. As a result, penalty warnings have been sent to major communicators who have disseminated advertising messages without clearly identifying that they are paid advertisements.

The Subdirectorate General of Inspection and Sanctioning Procedure of the Directorate General of Consumer Affairs carried out a massive sweep of online video channels, since in Spain there is no specific regulation for this type of relevant public profiles. As a preliminary result, it was found that 77.75% of influencers do not comply with the obligation to identify publica vp risk email database tions with advertising content.

The Ministry of Consumption has contacted the potentially offending public profiles to urge them to stop this behaviour and has provided them with a Code of Conduct on the use of Influencers in Advertising, with the aim of promoting good practices in the sector. If they do not comply with the warning, they could face disciplinary proceedings.

The Unfair Competition Law considers as unfair commercial practices those that conceal the fact that they are promotional messages paid for by a businessperson or professional, without clearly identifying the content as advertising.

In this same context, the approval of a bill to regulate social media influencers and prevent the promotion of questionable and dangerous products by the French Parliament opens a clearer path for regulations in neighbouring countries such as Spain. The law in France prohibits the promotion of certain practices, such as cosmetic surgery and nicotine products. It also strongly regulates the promotion of health products, sports betting and gambling to protect minors. Penalties for non-compliance include up to two years in prison and fines of up to 300,000 euros. Likewise, the law prohibits content with animals whose ownership is illegal and requires disclosure of retouching in promotional images. Finally, influencer agents will be regulated with written contracts and foreign influencers must have civil liability insurance and legal representation in the European Union.