Turku Book Fair revises influencer rules after backlash

The Turku Book Fair initially demanded that influencers refrain from publishing content that could potentially damage the event's reputation. This stipulation was part of the accreditation application for influencers wishing to cover the fair, scheduled for October 2-4 at Logomo in Turku.

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If a company provides a product for testing or invites you to an event, there shouldn't be obligations to publish certain content or dictate the tone of the publication.

The issue came to light when Sanna Ruoho, who runs the Instagram account Lukujonossa, shared a screenshot of the accreditation form. Ruoho noted that the requirement was unclear regarding the specific types of content influencers would be committing to. She found the demand unusual, especially since the fair was not offering payment for marketing activities.

"If a company provides a product for testing or invites you to an event, there shouldn't be obligations to publish certain content or dictate the tone of the publication," Ruoho stated. Hanna Reinikainen, a postdoctoral researcher at the University of Helsinki who studies social media influencers, echoed this sentiment, calling the condition "unusual" and unprecedented in her experience.

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Influencer marketing is always more effective when influencers are given free rein.

Reinikainen emphasized that the effectiveness of influencer marketing relies on authenticity and the influencer's freedom to control their content. "Influencer marketing is always more effective when influencers are given free rein," she said. She also pointed out that without a specific agreement on the volume of content, clients do not gain rights to an influencer's output. Reinikainen suggested that such a demand on influencers mirrors expectations placed on journalists, which would be "a scandal" if applied to them.

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If the same requirement were presented to journalists, it would be a scandal.

Following the backlash, the Turku Book Fair amended its application. The clause regarding reputational harm was removed, as was the obligation to fulfill agreed-upon publications. The fair also clarified that commercial content must be marked according to consumer protection laws and guidelines. A spokesperson for the fair, Heidi Sinisalo, attributed the original wording to poor and thoughtless phrasing, stating there was "nothing more behind it."

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The phrasing was just a bit poor and thoughtless. There is really nothing more behind it.