Author: Alex Ditty / Source: Business 2 Community Many marketers still aren’t aware of the rules. Don’t be one of them Even after all that
Many marketers still aren’t aware of the rules. Don’t be one of them
Even after all that we’ve written about the FTC and influencer marketing, there are still brands and influencers who just aren’t doing it right.
Some simply aren’t aware of the rules or the consequences. Others think they’re above the law, under the radar, or too cool for school and are convinced they won’t get caught. Unfortunately, both groups are in danger.
If you think the FTC only watches big brands
The FTC is definitely monitoring for brazen brands who think they don’t have to abide by the rules of engagement. A recent study showed that 30% of influencers had been asked by a brand not to disclose the paid nature of their partnership. That’s a concerning number. The FTC is continuing their crackdowns on brands that aren’t following the right rules, so the people who think they’ll get away with it is shrinking. Influencer marketing is huge in Australia. They also monitor this form of advertising closely and are even issuing fines to both brands and influencers working on shady campaigns. The FTC has yet to level a fine against an influencer directly, but this might be a sign of things to come.
Even more compelling is the natural selection of sorts that happens when brands fail to require influencers to disclose. Whether or not a regulatory committee lays down the hammer, the undisclosed content just won’t bring the results you need. Audiences understand that they’re being duped and that the endorsement is not authentic. Influencer marketing’s success…
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