Wendy Davis wrote an article for MediaPost titled FTC Updates Guidance For Influencer Marketing (29 June 2023).
« the Federal Trade Commission has updated its endorsement guides, which set out recommendations for influencer marketing and the commercial use of online reviews. »
« The guidance aims to ensure that companies and endorsers don’t dupe consumers with fake reviews, including paid-for testimonials that masquerade as organic commentary. »
« disclosures in any interactive electronic medium, including social media, should be “unavoidable.” For instance, disclosures that only appear when consumers click on a link labeled “more” are not unavoidable, the agency said. »
« social media users who have any relationships with the businesses or people they endorse — even friendships or family ties — should disclose those connections when writing reviews, posting on Instagram and tweeting. »
« And last year, the FTC prosecuted online clothing retailer Fashion Nova for allegedly filtering out negative reviews from its website. The same day the FTC unveiled that complaint, it also said it warned 10 review management platforms to “terminate any services that allow for or result in consumer deception” — including the ability to treat positive and negative reviews differently. »
Articles of Interest 