If you met a friend and that friend went on and on about how a new shampoo changed her life (and her hair), you’d probably want to give it a try. What if you bought the shampoo, only to find out later that your friend either got hers for free, or was paid by the company to promote it? You might feel a little annoyed with your friend, right? Welcome to the world of Influencer Marketing FTC Endorsement Guidelines.
Influencer Marketing FTC Endorsement Guidelines
After all, as Nielsen’s Global Trust in Advertising Survey revealed, many people (83 percent) trust the recommendations they get from friends and family. When a friend tells you that you’ve gotta try something, you’re likely to do it, because why would your friend lie?
Social sponsorship complicates things. If you know that your friend is getting paid to promote a product, it can change your perception of it. It can even change how you respond to her recommendation. The knowledge you’ve been mislead can ruin your relationship.
That’s part of the reason why the Federal Trade Commission (FTC) has pretty strict rules in place when it comes to disclosing the relationship between an influencer and a brand.
In short, skipping disclosure isn’t an option. That’s especially true if your brand decides to work with an influencer to produce sponsored content or sponsored social posts. It’s worth mentioning since the 2017 State of the Creator Economy Study (SOCE) found that nearly 3 out of 10 influencers had been asked by their clients not to reveal that they were getting paid.
Whether you’re new to the influencer marketing game or could do with a refresher when it comes to the FTC’s guidelines, this new ebook gives you everything you need to know.
The Influencer Marketer’s Guide To FTC Endorsement Guidelines
Inside this guide to Influencer Marketing FTC Endorsement compliance, you’ll learn:
- What Makes Something “Sponsored?”
- The 6 Types of Sponsored Content or Sponsored Social Posts
- What Are the FTC’s Endorsement Guidelines?
- 5 Times You Need to Disclose (and 2 Times You Don’t)
- What Can Happen If You Don’t Comply
- How to Make Sure You’re in Compliance
- 3 Brands That Broke the Rules (And Paid for It)
- Great Examples of Compliance
No matter if you’re an influencer or a brand, you don’t want to receive a warning letter from the FTC. And you REALLY don’t want a sizable fine for being out of compliance.