Truth in Advertising for the 21st Century
Everyone noticed. Fashion bloggers, Rolling Stone, the National Law Review, ESPN, tech media, PR Daily…This is the first case the FTC has brought against social media influencers individually.
This week, the Federal Trade Commission settled a case with two YouTube users for non-disclosure of a paid relationship with endorsers on their betting channel. (As they also owned the company that ran the game; it was a slam dunk for the FTC.)
It was just a matter of time before the FTC started to crack down on endorsers who fail to disclose that they’re getting paid to promote products and services on social media, says the law journal.
In April, the FTC issued letters to 90 influencers; 21 individuals received follow-up warning letters, the agency reports. The letters ask for disclosure and assurance that all social media posts endorsing brands or businesses with a material relationship are clearly and conspicuously disclosed.
Nobody’s off the hook.
In Plain English
The FTC has issued a 15-part guide with FAQs and answers from advertisers, ad agencies, bloggers, and others. It’s not written in government-ese, so it’s less painful to deal with.
Wondering how to approach influencer partnerships? Your must-read FTC issued guidelines are found here.