Ad Watchdog Reports Kardashians To FTC For Deceptive Instagram Posts
This article was originally published in The Rose Sheet
Truth in Advertising is keeping up with the Kardashian/Jenner family's endorsements and disclosure failures on Instagram, reporting alleged instances of potential deception to the Federal Trade Commission at the end of August. The Kardashians/Jenners have willingly modified a number of posts since, suggesting that the real problem lies with the companies that sponsor their communications, according to the nonprofit.
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At least one FTC commissioner seems convinced that the agency’s Enforcement Guides are ripe for an update to address unscrupulous influencer marketing practices. Democrat Rohit Chopra proposes their codification into formal rules that would make violators liable for civil penalties and damages.
Instagram, Facebook and YouTube are taking greater initiative in regulating how influencers disclose material connections with brands and marketers. Their updated tools and policies have the potential to provide improved clarity for consumers, easier compliance for influencers, better metrics for marketers and a more streamlined landscape for FTC oversight.
Disclosures from social-media influencers about brand relationships are likely not sufficient if they’re buried in posts below the “more” button that consumers on mobile devices often do not click. FTC offers that rule of thumb and more in a barrage of “reminder” letters and related communications issued April 19.