Recently news headlines about the Federal Trade Commission cracking down on undisclosed influencer campaigns with influencers has media and news sites buzzing. In one example, back in March, the FTC issued a complaint against Lord & Taylor for compensating fashion influencers to post about one of its dresses on Instagram. And it was never disclosed that Lord & Taylor paid the influencers and gave them the dresses for free. In another example, the FTC has approved a final consent order with Machinima, Inc., “requiring the company to disclose when it has compensated “influencers” to post YouTube videos or other online product endorsements as part of “influencer campaigns”.
The FTC sets out clear guidelines and according to some sources may be in the midst of expanding them. There are two pages maintained by the FTC worth checking out if you want to stay up to date on what the FTC is doing in this area. One page is “Dot Com Disclosures” Guidance Updated to Address Current Online and Mobile Advertising Environment and the other is The FTC’s Endorsement Guides: What People Are Asking
How Do These FTC Actions Impact My Brand Working with Collective Bias?
At Collective Bias we take FTC guidelines seriously. We stay up to date on all changes with the FTC as it relates to influencer marketing. Current engagements are not impacted by the latest FTC actions.
For all our campaigns, bloggers agree to an explicit playbook and shoppertunity guidelines. These guidelines include directives on hashtag usage and disclaimers that appear at the beginning of blog posts which clearly state the nature of the relationship with Collective Bias and the client. In addition to these guidelines and playbooks, we provide blogger training through SoFab University to further reinforce the need for 100% compliance with our guidelines. As a final step in campaign execution, our campaign leadership spot checks a blogger’s social posts and blog post for compliance with the campaign directives.
About Rob Ainbinder: Rob is a Dad, husband, creator, writer, entrepreneur and blogger. He is also the author of the book “Mastering Google Keep“. When he’s not online, Rob can be found tackling home improvement projects, crafting Barbeque, spending time with his family and cheering on his beloved New England Patriots. Rob’s family (Wife, teenage daughter, and dog Lilly) live in Greensboro/High Point/Winston-Salem area of North Carolina.