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The FTC’s Endorsement Guides state that if there is a “material connection” between an 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.
If you are a social media influencer, celebrity, brand ambassador, vlogger, Youtuber, etc. etc. You need to be mindful of disclosing your relationships with brands when you post on your social media about products or services. If you want to avoid having serious problems in your future, you need to read this press release that was published this week by the Federal Trade Comission.
This is the first time that the agency send letters directly to influencers instead of the brands and this can mean only one thing... They will be watching us closely.
FTC aims to improve disclosures in social media endorsements
From Press Release
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