FTC: Paying A Big-Name Beauty Influencer To Smear A Competitor Is Unlawful … In These Contexts
Marketing insiders are denouncing the growing trend of beauty companies weaponing influencers against competing brands. Mary Engle, associate director of FTC’s Division of Advertising Practices, discusses the practice and lines that shouldn’t be crossed, blurry as they may well be.
You may also be interested in...
Brands unfairly attacked by powerful influencers could raise the subject with the US Federal Trade Commission, which is asking for comments on its “Endorsement Guides."
Mary Engle led FTC enforcement actions including against POM Wonderful’s claims for its pomegranate supplements; Huber is CRN’s scientific and regulatory affairs VP and Amanda Darlington is government relations director; Jones takes charge of Nature’s Bounty supply chain; and Benev Co. names five aesthetic experts to Medical Advisory Board to advance its “medically developed cosmeceutical line.”
FTC Busts Sunday Riley Skincare For Fake Sephora Reviews, But Not All Its Commissioners Are Satisfied
For close to two years, Sunday Riley management allegedly led a company-wide practice of posting glowing reviews of its products on Sephora.com without proper disclosures. The company is barred from repeating such conduct under terms reached with the FTC, but two dissenting commissioners say the settlement falls short of what’s needed to address a growing problem.