The Federal Trade Commission (FTC) wants to review its rules and enforcement approach on undisclosed influencer marketing campaigns on social media platforms such as Instagram, YouTube, and TikTok.
On Wednesday, FTC Commissioners approved the Federal Register Notice seeking public comments on whether the Commission should update its Endorsement Guides formally known as Guides Concerning the Use of Endorsements and Testimonials in Advertising.
In the Federal Register Notice, the Commission wants to know the public’s opinion on a wide range of issues such as “how well advertisers and endorsers are disclosing unexpected material connections in social media?”
In a statement regarding the Endorsement Guides review, FTC Commissioner Rohit Chopra expressed concern that “companies are increasingly pouring marketing dollars into social media influencers” as part of their initiative “to make advertising more authentic.”
Social media platforms are “major vehicles for influencer marketing”
An influencer is an individual who promotes brands, products, and services to their followers on social media platforms.
