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FTC issues ad disclosure guidelines for social influencers, aims to reduce deceptive content
With the recent spat of FTC crackdowns on Instagram partnerships, a lot of people are wondering how to stay safe when sharing sponsored Instagram posts.
Is using the hashtag ad enough? What about sponsored Instagram Stories? The FTC Federal Trade Commission has long been aware of the problem of influencers and celebrities failing to disclose sponsored content on their social media channels. Basically, the FTC requires you to disclose when you have any financial, employment, personal, or family relationship with a brand. The first rule of properly disclosing a sponsored post is to make sure your disclosure is instantly obvious to anyone who engages with your content.
A post shared by Kate Spiers kate. For video content, the disclosure should be included in the video itself as well as in the video description. The reason according to the FTC is that some viewers may watch without sound and others may not notice superimposed words. And in a live stream, a disclosure should be repeated periodically, to ensure that late-comers to the stream are also fully informed. Brand new to the world of Instagram influencer marketing?
AD I might be in the wilderness but I'm never without my missomalondon finishing touches. What team is taking it in ? Ach und schon wieder Donnerstag. For example, if a caption about a partner brand is written in German, your disclosure explanation should be in German too. Many social platforms, including Instagram, have introduced brand partnership labels for sponsored content.
Their advice is to use these tools as well as your own clear and accurate disclosure. Last but not least, the FTC has highlighted the importance of giving fair and honest endorsements — even when the partnership is fully disclosed. As a brand, gifting your product to Instagram influencers is a great strategy to build brand awareness on Instagram and grow your following.
But this assumption is actually incorrect. Stay tuned… 2. This dress is kindly gifted from hopeivylondon and I am obsessed with it. Signing off for the weekend; hope you have a good one. But what about mentioning or promoting a product that you got for free by some other means? The FTC is only concerned about endorsements that are made on behalf of a sponsoring advertiser. For example, if a clothing company gives you a free pair of jeans to endorse in a post in December, and then you share another post with the jeans and tag the clothing company in March, even if you no longer have a relationship with that business, you may still have to disclose your brand relationship.
The reason the FTC gives for this is that your followers may not have seen the original post where you said you got the product free from the manufacturer. This content is a win-win for influencers and brands: influencers can easily showcase and give shout-outs to brands, and brands can grow their following and brand awareness. According to the FTC, a prominent, superimposed disclosure has to be included in all Instagram Stories where a brand relationship exists.
The disclosure should be easy to notice and readable within the timeframe or length of your story. The FTC also notes that because many Instagram users watch stories with the sound turned off, a verbal-only disclosure may not be enough. Instagram recently introduced a new paid partnership feature to help users distinguish between sponsored and unsponsored Instagram posts.
Brands will have to manually approve paid partnership posts by default, however there is the option for brands to deactivate this via their account settings settings:.
You should always disclose when you have a financial including payment, discounts, perks, and gifting , employment, personal, or family relationship with a brand your talking about online.
In such cases, you must disclose the partnership in the caption. A prominent, superimposed disclosure has to be included in all sponsored Instagram Stories. When promoting sponsored content on Instagram that originated on another channel such as your blog , you must disclose the partnership in both locations. Ready to gain real insights to inform your influencer marketing strategy? You can follow his day-to-day on Instagram benjaminchacs. Benjamin Chacon benjaminchacs. So, what exactly are the FTC guidelines for influencers?
Basically, it all comes down to transparency. View this post on Instagram. You may also like. Read More. With over million monthly active
In addition, advertisers should prominently disclose whether the consumer is required to purchase Internet service to qualify for the "low cost" deal. The ad. In some ways, compliance with these rules—particularly disclosure requirements—is more important than ever given the increased desire to act now and do good.
But when does that legal obligation kick in and how does one satisfy it? Examples include:. Disclosure is only needed when there is a material connection between the influencer and the referenced product. Organic posts, where there is no material connection, do not need disclosures. What constitutes a material connection that needs to be disclosed?
Times of national crisis tend to trigger an uptick in charitable solicitations and charitable giving. And for-profit businesses, including recognizable retail brands, want to do all they can to help as well.
Get the most important digital marketing news each day. See terms. The Federal Trade Commission released on Tuesday a document and accompanying videos that inform on how and when social media influencers must disclose sponsorships to their followers to comply with federal law.
FTC Issues Rules For Disclosure Of Ads By Social Media Influencers
Computer sellers - online and brick-and-mortar - inundate consumers with advertisements for "free" or low-cost computers. The offers usually involve rebates of several hundred dollars off the computer's purchase price - if the consumer commits to a long-term contract for Internet service. Some of the offers may be good deals for consumers, but they are likely to involve complicated transactions. Many rebate promotions use big print to tout the after-rebate price of the computer. But often, the total price the consumer must pay up-front is buried in the fine print, if it's included at all. Your advertisements should prominently state the before-rebate cost of the computer, as well as the amounts of the rebates.
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Paolo Zialcita.
With the recent spat of FTC crackdowns on Instagram partnerships, a lot of people are wondering how to stay safe when sharing sponsored Instagram posts. Is using the hashtag ad enough? What about sponsored Instagram Stories?
How to Properly Disclose Sponsored Instagram Posts According to the FTC
At SleepFoundation. In order to maintain the site and continue to produce accurate, informative content, we maintain affiliate partnerships with most companies in the sleep product industry as well as larger e-commerce portals like Amazon. We want to make it crystal clear to our readership that our recommendations are based only on our informed research and product testing. Along with the information above, we've taken extra steps to ensure that our editorial process isn't impacted by our partnerships including the following:. Advertising Disclosure Image. Home Advertising Disclosure. Advertising Disclosure. These include cost-per-click and affiliate fee arrangements, which help us generate commissions through product links. As part of this program, we receive a commission from Amazon. If one of our readers clicks on a link on our site and purchases a product from one of our partners, then we receive a commission. However, if that reader chooses to return the product, then the commission will be rescinded.
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