5HOW INFLUENCERS ARE REGULATED
When U.S. retailer Lord & Taylor paid 50 fashion influencers in 2015 up to $4,000 each to post a photo of themselves wearing a flowing, paisley dress from the company’s Design Lab collection, they did not require the bloggers to say in the post that it was an ad. That was found to be in violation of the Federal Trade Commission Act of 1914. The FTC, whose mission is to protect consumers and promote competition, ensures that companies do not engage in unfair or deceptive marketing.1
This chapter considers the regulations that are in place today for influencers, at federal, state, and local levels in the U.S. Comparisons with regulations in other countries around the world are made. Following this, we look at the ...
