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What The Lord & Taylor Case Can Teach Us About FTC Compliance In Influencer Marketing
Just over two years ago, department store Lord & Taylor partnered with Nylon and Instagram influencers for a marketing campaign to promote a specific piece — a paisley dress — from its new Design Lab. The dress appeared on 50 influencer channels on the same day, and Nylon ran an article and posted a photo to its own Instagram account promoting the dress.
This is the way of new media advertising. In order to reach consumers effectively, advertisers have to find them where they’re spending time. Native advertising on social media platforms and on publishing websites is an effective method for reaching audiences in a way that’s natural and targeted. But when it failed to require disclosures from its influencers and from Nylon, Lord & Taylor found out the hard way that native advertising isn’t exempt from the Federal Trade Commission (FTC) guidelines and regulations that protect consumers from deceptive advertising practices.
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