FTC “Federal Trade Commission” wants to keep Influencers in legal compliance for the holiday season and beyond.
The FTC wants Influencers to know – If you endorse a product through social media, your endorsement message should make it obvious when you have a relationship (“material connection”) with the brand.
A “material connection” to the brand includes a personal, family, or employment relationship or a financial relationship – such as the brand paying you or giving you free or discounted products or services.
Telling your followers about these kinds of relationships is important because it helps keep your recommendations honest and truthful, and it allows people to weigh the value of your endorsements.
As an influencer, it’s your responsibility to make these disclosures, to be familiar with the Endorsement Guides, and to comply with laws against deceptive ads. Don’t rely on others to do it for you.