As sponsored influencer content becomes a more mainstream marketing strategy, the Federal Trade Commission (FTC) has ramped up enforcement of their rules regarding sponsorship disclosure. We’ve compiled a quick overview of those FTC guidelines so that your marketing remains compliant.
While the significant value that sponsored content could bring your brand is attractive and exciting, it’s important to execute properly. Here at MtoM, we have conducted and managed hundreds of influencer campaigns–both regional and national in scope–with brands of all sizes. Staying compliant is something we take seriously and we make sure all sponsored content is clearly labeled. We consider it unethical to evade the FTC’s guidelines.
The FTC has ramped up enforcement of their rules regarding sponsorship disclosure as they work toward a truly fair marketplace for vendors and consumers alike. For example, the FTC recently reached a guilty verdict in the case of Lord & Taylor, who sent the same dress to fifty fashion influencers with high social followings as a part of a campaign that launched their “Design Lab.” Lord & Taylor accepted fine charges for not insisting that the paid influencers who posted on the department store’s behalf disclose that sponsorship.
Bottom line: stay compliant. Use our infographic below as a quick reference guide to make sure you disclose sponsored content clearly.