Influencers y etiquetado frontal en México. Aproximaciones desde la campaña #ParaVariar de Sidral Mundet

Abstract

In recent years, a trend has been observed in advertising where brands position themselves on the internet without fully complying with the regulatory framework in Mexico. As a case study, the use of front-of-package labeling in influencer content in the digital campaign #ParaVariar by Sidral Mundet was examined. Through iconographic-semiotic analysis, the content produced by five influencers was reviewed to identify how front labeling is displayed and what its function is within the advertising narrative. The results show that these contents tend to hide the front-of-package labeling and do not explicitly indicate that it is a paid collaboration.