Seen Here: Nicole Capper Austin, Chief Marketing Officer of Cars.co.za and Chair of the IAB South Africa Influencer Marketing Committee, advocates for greater transparency in South Africa’s creator economy, emphasising that clear disclosure strengthens consumer trust, enhances brand credibility, and fosters authentic partnerships between brands, creators and audiences. Photo Credit: Supplied
JOHANNESBURG – As South Africa’s creator economy continues to expand at an unprecedented pace, Cars.co.za has thrown its support behind stronger transparency standards in influencer marketing, reinforcing the importance of trust, authenticity and ethical brand partnerships.
The leading automotive marketplace has welcomed the growing emphasis on clear disclosure in creator and influencer campaigns, supporting the Advertising Regulatory Board (ARB) guidance that any paid, gifted or incentivised content should be clearly identified to consumers.
The move comes as influencer marketing continues to reshape how brands engage with audiences, making transparency an increasingly important pillar of responsible digital communication.
Building Trust Through Transparency
As a brand that regularly collaborates with automotive content creators, digital influencers and media personalities, Cars.co.za believes honest disclosure protects every stakeholder in the creator ecosystem—from consumers and creators to agencies and brands.
Nicole Capper Austin, Chief Marketing Officer of Cars.co.za and Chair of the IAB South Africa Influencer Marketing Committee, says transparency is fundamental to maintaining the credibility of creator marketing.
“Creator marketing has become an important and valuable part of how brands communicate. Its continued credibility depends on audiences being able to distinguish between an independent recommendation and content arising from a commercial or other material relationship.”
She emphasised that disclosure should not be viewed as a legal obligation alone, but rather as an opportunity to strengthen audience confidence and foster long-term trust.
More Than Paid Partnerships
Cars.co.za believes disclosure should extend beyond traditional paid collaborations.
According to the company, consumers should also be informed whenever content is influenced by gifted products, sponsored experiences, affiliate partnerships, event invitations, employment relationships or any other benefit that could affect how a product or brand is presented.
By embedding disclosure into every stage of a campaign—from briefing and contracting through to publication—the company believes brands can establish more transparent and authentic relationships with audiences.
A Shared Responsibility
Rather than placing the burden solely on content creators, Cars.co.za argues that brands must play an active role in ensuring disclosure standards are understood and consistently implemented.
Capper Austin says transparency should enhance—not diminish—the value of creator content.
“Disclosure should not be viewed as something that diminishes good creator content. Done properly, it strengthens the relationship between creators and their audiences because it is grounded in honesty.”
She added that brands have a responsibility to provide creators with clear guidance while ensuring disclosure becomes an integral part of campaign planning.
Supporting Industry Best Practice
Cars.co.za has also welcomed the IAB South Africa Influencer Disclosure Toolkit, describing it as a practical resource that helps brands, agencies and creators apply the ARB’s disclosure principles consistently across campaigns.
The toolkit aims to simplify compliance while encouraging greater consistency throughout South Africa’s rapidly growing digital marketing landscape.
Setting a Higher Standard
As influencer marketing continues to influence purchasing decisions across industries—including the automotive sector—Cars.co.za believes transparent communication will become increasingly important in maintaining consumer confidence.
The company is encouraging businesses across all sectors to embrace disclosure as standard practice, helping create a more credible, accountable and sustainable creator economy.
By championing ethical partnerships and transparent storytelling, Cars.co.za believes brands can build stronger relationships with consumers while supporting the continued growth and professionalism of South Africa’s thriving creator ecosystem.
