Kevin Van Deventer
Runs the day-to-day machinery: recruitment, moderation, purchase verification and the compliance checks that happen before anything is licensed.
Kevin Van Deventer is a director of theSalt New Zealand. He owns publishing and moderation at theSalt New Zealand. That means creator recruitment, the opt-in surveys that match customers to a brief, checking proof of purchase against the content that comes back, and running the advertising compliance checks that decide whether a piece of content can be licensed at all.
He joined from theSalt South Africa and runs theSalt New Zealand's own social channels. He is also theSalt New Zealand's privacy officer.
Areas of focus
- Customer-generated content
- Creator recruitment
- Content moderation
- Advertising Standards Authority disclosure rules
- Paid social amplification
- Purchase verification
Articles on this site.
What counts as user-generated content, and what does not
UGC, creator content, customer content and influencer content are four different things with four different risk profiles. Telling them apart matters more than the label.
Read it ComplianceHow to disclose paid creator content under New Zealand ASA rules
The label, where it has to appear, and the five hashtags that do not satisfy the rule on their own.
Read it Customer contentWhat we reject, and why
Moderation is the least glamorous part of a customer content programme and the part that decides whether the rest of it is usable.
Read it Paid mediaHow a customer post gets chosen for paid amplification
The gate between organic and paid, and the five things we look at before spending a dollar behind somebody else's video.
Read it Paid mediaCreative fatigue, and the cheapest way out of it
Every performance campaign decays. The usual fix is another shoot. There is a cheaper one, and it is already sitting in your community.
Read it ComplianceThe alcohol rules that change your brief before they change your creative
Creators aged 25 and over, audiences gated to 18 plus, and no open call. Why an alcohol campaign has to be designed backwards from the code.
Read it ComplianceWhat you cannot say about a health product, even if it is true
The therapeutic advertising code catches sincere, accurate, first-hand accounts. Here is where the line falls and what is left to work with.
Read it ComplianceAdvertising food to New Zealanders under 16
The Food and Beverage Advertising Code defines children as under 16 for targeting purposes. That threshold shapes recruitment, audience checks and media targeting.
Read it Customer contentProof of purchase: the unglamorous part that makes the rest work
Verification is the difference between a trial you counted and a trial you estimated, and it is the reason the rest of the report can be trusted.
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