The FTC has cracked down on celebs for unclear sponsored posts
Back in April, a number of celebrities and influencers received warnings from the Federal Trade Commission reminding them to be transparent when promoting products on social media.
90 letters were sent out to influencers and the brands they were working with to clarify the guidelines on how to post sponsored pictures and videos to social media.
The letters highlighted how to do it without violating the American organisation’s disclosure guidelines.
Now, Women's Wear Daily has procured a list of celebs and influencers who received the not-so-gentle reminders that sponsored posts must be clearly marked as such.
The list included the likes of Kourtney Kardashian, Jen Selter, Shay Mitchell, Heidi Klum, Lilly Ghalichi, Amber Rose, Emily Ratajkowski and Ashley Benson.
According to WWD, the letters read:
'The FTC’s Endorsement Guides state that if there is a ‘material connection’ between the endorser and the marketer of a product — in other words, a connection that might affect the weight or credibility that consumers give the endorsement — that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement.'
'Material connections could consist of a business or family relationship, monetary payment, or the provision of free products to the endorser.'
The FTC explained that the disclosure of advertisements via social media influencers should be clear, conspicuous and use 'unambiguous language' that wont be mistaken for an organic post.
With social media comments proving that fans of celebs and influencers want more transparency from their icons, this move can only be positive in the pursuit of regulation within the online influencer industry.
