Shulou(Shulou.com)11/24 Report--

CTOnews.com, June 20 (Xinhua) according to Kyodo news agency, a survey of Japanese private companies shows that the market for using online celebrities to advertise on social networking sites is expected to reach 74.1 billion yen (CTOnews.com Note: about 3.742 billion yuan) in 2023, more than double that in 2020, and is expected to surpass magazine advertising in the next few years.

According to a survey by CyberBuzz and Digital InFact, the Japanese online celebrity advertising market is expected to reach 130.2 billion yen (currently about 6.575 billion yuan) in 2027, while Dentsu's survey shows that Japanese magazine advertising in 2022 fell 6.9% year-on-year to 114 billion yen (currently about 5.757 billion yuan) because of the publicity effects of the Tokyo Olympic and Paralympic Games.

However, the use of online celebrities for "hidden marketing" is also worrying, and the Japanese government has introduced regulations to tighten controls. Makeup brand Gaos highly values the publicity effect of online celebrities and will use 1,000 online celebrities this year. However, in order to avoid being criticized as "hidden marketing", the company has been required by the government to put clear advertising tags such as "PR" on all online celebrity advertisements.

A 24-year-old female online celebrity tweeted that "I am very happy that some fans said they bought the product I recommended." It is reported that the income of Japanese Internet celebrities has reached about five times that of their peers, and the reward for an advertisement can even reach millions of yen. Youtai Miki, director of CyberBuzz, pointed out that because individuals can also participate in advertising production in the name of online celebrities, many people who lack relevant knowledge can easily violate the rules to prevent hidden advertising.

▲ Tuyuan State Administration of Market Supervision and Administration CTOnews.com previously reported that in May this year, China's "measures for the Administration of Internet Advertising" was formally implemented, clearly requiring the promotion of goods or services in the form of knowledge introduction, experience sharing, consumption evaluation, and additional shopping links, advertising publishers should clearly mark "advertising." Police in Huangshi, Hubei Province, fined 10,000 yuan for unmarked "advertising" in a company's store marketing video in early June, the first administrative penalty in the country in accordance with the new rules.

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