On Tuesday, the FTC released a set of guidelines for online
influencers dictating when and how influencers must disclose
sponsorships to their followers. The guidelines, available here, break down disclosure requirements and
provide tips for influencers on how to avoid deceptive
advertising.
In general, the guidelines largely reflect what the industry has
gleaned from FTC actions and guidance over the years regarding what
is and is not sufficient. We summarize some highlights from the
guidelines below:
When to Disclose:
- Influencers should not assume that
followers are aware of their brand relationships.
- The FTC labels tags,
"likes", and pins as endorsements.
- Influencers merely telling followers
about products that they like do not need to disclose the absence
of a brand relationship.
