We cannot overlook the rise of influencer marketing. Whether they’re huge celebrities or micro-influencer bloggers, the use of influencers to talk about, promote, and openly endorse brands and products is growing.
In the early years of social and digital, it was pretty much a free-for-all with respect to getting influencers to promote your brand. Sometimes they’d be pretty open about receiving some free products and being asked to review those products online, but very few ever disclosed that they were getting paid to promote a product or endorse a brand.
And then came the U.S. Federal Trade Commission’s “guidelines” to help both the influencers and the brands to understand not just when, but how they should disclose their mutually beneficial exchange relationships. The FTC rules are pretty simple: if influencers receive anything of value, they need to disclose it to their audiences in a “clear and conspicuous” manner. No hiding behind ambiguous hashtags or small print hidden in the background of a video.
When it comes to endorsing products, if influencers receive value from the brand, they need to let us know clearly and conspicuously.
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