You see a Twitter or Instagram post by a celebrity mentioning a popular beauty product, but is it paid? A star athlete on Facebook talks about recovering post-game with a favorite sports drink, but there are no hashtags; so, is it a promotion? Federal Trade Commission (FTC) endorsement is on the rise following debacles like the 2017 Fyre Festival and influencers touting everything from vodka, to cryptocurrency, to stealthy business schemes. Influencer marketing can generate more than twice the sales of paid advertising; making the allure of engaging influencers and the potential for harm to consumers a formula for social media influencers and companies to get in #trouble.
This program will provide best practices for counseling brand or social media influencer clients to disclose paid promotions, discounts, coupons, sweepstakes, affiliate links, free products or anything of value in exchange for a review, post, or endorsement.
The discussion will include:
- How digital media platforms are making it easier to comply with the FTC's Endorsement Guides, and how circumventing the guidelines harms everyone.
- Best practices for corporate compliance programs monitoring influencer disclosures, adherence to brand guidelines, and uses of copyrights, trademarks, public images, etc.
Lizzy Diaz-Ortiz, KitchenNomad.com, Chicago, IL
Mary K. Engle, Federal Trade Commission, Washington, DC
Kimberly Culp, Venable LLP, San Francisco, CA
Franklin Graves, Naxos Music Group, Nashville, TN
Lauren Stewart, Coast Law Group LLP, San Diego, CA
Visit the conference page for more information about this event.