FTC Released a Guide Disclosures 101 for Social Media Influencers (November 2019)

Disclosures 101 for Social Media Influencers

November 2019

The Federal Trade Commission ("FTC") released a guide titled Disclosures 101 for Social Media Influencers, along with a new video, to help influencers and advertisers comply with disclosure regulations. The guide emphasizes the importance of clearly disclosing any "material connection"—such as personal relationships or financial incentives—when endorsing products or services on social media. This transparency is crucial for maintaining legal compliance and ensuring that endorsements are transparent to consumers.

In the Press Release, the FTC outlined that the Disclosures 101 for Social Media Influencers guide discusses when to disclose, how to disclose, and what else influencers need to know. It also answers questions on influencers’ minds:

• How does the disclosure requirement apply in pictures, videos, and live streams?

• What about tags, likes, and pins?

• What kind of wording effectively discloses a material connection?

• What about influencers who post from outside the United States?

• What if a person doesn’t have a relationship with a brand, but is just telling others about a product they bought and happen to like?

• Is it OK to assume a platform’s disclosure tool is good enough? (Spoiler alert: No, that’s not OK.)

For more information, see here:  https://www.ftc.gov/tips-advice/business-center/guidance/disclosures-101-social-media-influencers

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