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What Brands Need To Know About FTC Disclosure Requirements For Sponsored Blog Influencer Marketing
It certainly isn’t news to most consumers that many social influencers and top lifestyle bloggers are paid to “advertise” or promote products on their social media networks and personal lifestyle blogs. But what the general public may not know is that specific rules, formed by the Federal Trade Commission (FTC), precisely govern how this advertising is supposed to happen in blog influencer marketing sphere, and how disclosure should happen in order for compensation to be accounted for by the lifestyle blogger or digital influencer.
Blog Sponsorship Trends
Online social media has become the new giant sector for advertising and marketing. With so many people making use of social media platforms, it’s no wonder that companies are now leveraging blog influencer marketing to tap into online audiences. But how exactly does this work? If a company has chosen someone to be a “digital influencer” for their product, compensation for promoting the product can come in different forms, such as free products or cash payments. If this occurs, a disclosure should be included in the post or photo labeling it as an advertisement or promotion. The problem comes when either the lifestyle blogger, or the company whose product is being mentioned, either doesn’t know about the rules surrounding disclosure or chooses not to abide by said rules. Many lifestyle bloggers may simply not be aware of consumer protection laws. But some companies believe that having any promotional material labeled as such will actually hurt their campaigns.