Influencer Marketing For Dummies

Appendix

Federal Trade Commission Guidelines

Before you embark on a full influencer marketing campaign, be sure to review and familiarize yourself with the latest Federal Trade Commission (FTC) guidelines for proper disclosure of paid influencer relationships. Here are the documents you should be familiar with:

• .com Disclosures: How to Make Effective Disclosures in Digital Advertising (2013): According to this document:
  • The general principles of advertising law apply online, but new issues arise almost as fast as technology develops — most recently, new issues have arisen concerning space-constrained screens and social media platforms. This FTC staff guidance document describes the information businesses should consider as they develop ads for online media to ensure that they comply with the law.

  You can read the full document at: www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf.

• The FTC’s Endorsement Guides: What People Are Asking (2015): In June 2015, the FTC updated the “What People Are Asking” page for its Endorsement Guides for the first time since 2010, because the social media landscape had changed dramatically in the previous five years. You can read the updated page here: www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking.

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