The FTC’s Efforts to Make Influencer Marketing Transparent

Influencer culture has become a growing phenomenon with a new profession embodying nearly 50 million people with a market size of $104 billion. People are now choosing “influencer” as their career and turning to social media over college. The financial payoff is high and the fame of being an influencer is making the profession the new A-list celebrities. Being able to influence someone does not come without regulation. When influencers promote products or accept brand deals, they must follow certain guidelines issued by the Federal Trade Commission (FTC). Influencers tag their sponsored posts with the hashtag “Ad” to put the public on notice that the post is paid for, but now the FTC is saying that is insufficient. This post was originally published on the Cardozo Arts & Entertainment Law Journal website on February 14, 2023. The original post can be accessed via the Archived Link button above