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FTC Issues Influencer Guidelines

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Influencer marketing is now a multi-billion-dollar industry used by big brands and small businesses alike. The release of the new guideline which outlines the marketing disclosure requirements by the Federal Trade Commission (FTC) highlights the growth.

The latest guideline from the FTC comes after a similar effort in 2017. This time around, the new document lets users know how to ensure consumers are aware of advertising relationships.  And surprisingly enough, the FTC avoids government-speak and other jargon on the documents. Better yet, the agency also has short videos with easy to digest information.

The guide specifies how and when Influencers should disclose a relationship in connection with a social media post, video, or live stream.  For example, the guide instructs Influencers to place the disclosure in a location where it is hard to miss and to use simple and clear language.  The guide also provides examples of what claims about a product are not permissible for Influencers to make.

According to InfluencerMarketingHub, the frequency of advertising strategies utilizing some of social media’s most popular personalities has expanded exponentially this year. Campaigns across Instagram, Twitter, TikTok, YouTube, Pinterest, Snapchat, and more have been enormously successful for many agencies. With such a booming sub-category of marketing, the FTC’s new regulations should come as no surprise.

It is important to note this is a living document with real-life consequences for violators. And as it is prone to do, the government will make an example of some violators. So, don’t let it be you; follow the rules and you won’t have anything to worry about.

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Pesach Lattin

Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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