Latest in Entertainment

Image credit: Twan

FTC letters warn social media stars about advertising labels

Just tagging sponsored social media posts "#sp" isn't enough, according to the FTC.
589 Shares
Share
Tweet
Share
Save

Sponsored Links

Twan

Over the last few months, the feds have slowly turned their attention to the spread of advertising over social media. With a lack of rules and information, celebrity "influencers" paid to push products on their growing audiences haven't had consistent guidelines on how to reveal those relationships. Last year, the FTC pressed brands to educate influencers, and now it has sent over 90 letters to influencers and marketers alike. Those letters indicate that any material connection between an endorser and advertiser "should be clearly and conspicuously disclosed, unless it is already clear from the context of the communication."

While the FTC did not say who it sent letters to, The Fashion Law notes that Public Citizen's formal complaint cited big names like the Kardashian/Jenner family, David and Victoria Beckham, Drake and others. The FTC did say that its letters responded to a sample of Instagram posts, and noted that some of the tactics used to mark advertising didn't go far enough. Particularly, tagging a post with simply "#sp," "Thanks, [Brand]," or "#partner" isn't easy enough for consumers to understand, and putting a tag beyond the third line of text (where it would be hidden unless someone clicks the More button), just doesn't cut it. Anyone who wants to stay in the clear should include terms like "Ad," "Promotional" or "Sponsored" early and often.

The letters don't include any enforcement action, but a more thorough investigation could be the next step.

All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.
Comment
Comments
Share
589 Shares
Share
Tweet
Share
Save

Popular on Engadget

Engadget's 2019 Back-to-School Guide

Engadget's 2019 Back-to-School Guide

View
Canon leaks its EOS 90D DSLR and mirrorless EOS M6 Mark II cameras

Canon leaks its EOS 90D DSLR and mirrorless EOS M6 Mark II cameras

View
Watch the Google Stadia event in 10 minutes

Watch the Google Stadia event in 10 minutes

View
HP's latest gaming headset delivers active cooling, noise cancellation

HP's latest gaming headset delivers active cooling, noise cancellation

View
Samsung's 32-inch Space Gaming Monitor makes room for your PC

Samsung's 32-inch Space Gaming Monitor makes room for your PC

View

From around the web

Page 1Page 1ear iconeye iconFill 23text filevr