New FTC Guidelines for Social Media Influencers
According to the Digital Marketing Institute, 49% of consumers rely on recommendations from social media influencers when making a purchase. Until now, the Federal Trade Commission (FTC) had no enforceable guidelines to ensure influencers disclose the products for which they are paid. Today, the FTC will vote on new guidelines that could mean significant penalties for influencers who don’t properly disclose their brand partnerships.
Professor Christopher Terry of the Hubbard School of Journalism and Mass Communication can talk about the potential impact of the FTC vote on social media influencers and consumers.
“Although the Federal Trade Commission has long regulated mentions appearing in traditional advertising, influencers promoting products via social media without disclosure have largely been given a free pass by the agency. Now, after a two-year review process, the FTC is set to release formal rules governing the conduct and required disclosures of social media influencers. Influencers who do not comply with the new rules face significant penalties. Consumers will benefit from disclosing the material relationships between influencers and the products they promote.
Christopher Terry is Associate Professor of Journalism and Media Law at the Hubbard School of Journalism and Mass Communication. His research and expertise cover a wide range of topics, including administrative law, media ownership and advertising regulation, political advertising, copyright, free expression, fair use, creativity, open access, scholarship, remixing, publishing, distribution, creators’ rights and digital media law. .
Christopher Terry, [email protected]
About “Expert Alert”
University of Minnesota experts can provide commentary, insights, and opinions on a variety of hot topics. Find selected experts on the University Expert Guide or send inquiries to [email protected].