Lord & Taylor fashion store chain paid 50 Instagramers between $1,000 and $4,000 each to wear certain dresses without disclosing the fact. Uh-oh.
What exactly is an influencer and when exactly must a paid relationship be divulged is at the heart of the latest FTC interpretation.
Here’s a side-by-side comparison (from the chair of the PR Council and global chair of Ogilvy Public Relations ) of what earned influence is… and isn’t:
Is: Is Not:
Mutual interest Inducements
Honest & respectful Manipulative
Demands credibility & competence Cynical exploitation
Long-term, sustaining Fleeting
>>> Best idea is to read up on the matter, seen in more detail here.