New FTC guidance instructs influencers to disclose endorsements in a “hard to miss” way

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 07, 2019, 2:42 AM UTC

Endorsement disclosures made on live streams must be repeated.

This article highlights FTC’s new guidance for influencer endorsements that focuses on educating influencers on their obligation to disclose their relationships with brands while endorsing them. Disclosures are required not only for paid endorsements but also if influencers receive free products or discounts, along with “material connection”.

The guidance also requires placing the disclosure prominently on a webpage where the endorsement is made and not on other pages or those that require an extra click. It also warns influencers against the use of abbreviations and confusing terms such as “spon” or “collab”.

With regard to videos, disclosures must be made verbally and superimposed on the video. The FTC also prohibits influencers reviewing products they haven’t used or making claims that require scientific proof.

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