Jul 27, 2016 Marketing Land

FTC Puts Social Media Marketers On Notice

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The U.S. agency updates its FAQ page for endorsement requirements for the first time since 2010. The new guidance could precede a crackdown.

If you hire celebrities or influencers to talk up your brand or if you hold contests with promotional tie-ins to social media, it might be time for a proper-disclosure check up.

That’s because the Federal Trade Commission, the agency that enforces U.S. truth-in-advertising laws, appears to be sending get-tougher signals.

Late last month, the FTC updated the “What People Are Asking” page for its Endorsement Guides for the first time since 2010. The FTC’s basic message — that material relationships between brand and endorser on social media must be “clearly and conspicuously” disclosed — hasn’t changed. But FTC is now getting more specific with detailed guidance about social media issues that weren’t on the agency’s radar five years ago.

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