American regulator warns influencers

The American telecom and media supervisor FTC sent dozens of influencers a warning by letter. The many users of YouTube, Snapchat and Instagram are not clear enough about their collaboration with advertisers. Is a snap, a post on Instagram or a video on YouTube or not? That is not always clear to the viewers, followers and fans of the influencers

The American telecom and media supervisor FTC sent dozens of influencers a warning by letter. The many users of YouTube, Snapchat and Instagram are not clear enough about their collaboration with advertisers.

Is a snap, a post on Instagram or a video on YouTube or not? That is not always clear to the viewers, followers and fans of the influencers.

"Many consumers have no idea what #sp, " Thanks [brand name] "or #partner in a posting means that the message in question was sponsored by an advertiser", explains the FTC to ninety non-named influencers who last week letter.

The regulator wants influencers to make it much clearer when and when a message contains advertising. Just like on radio, television, in newspapers and magazines and search engines is quite explicit.

"When there are multiple tags, hashtags or links in the description, readers simply skip those texts. Especially when they are at the very end of a long descriptive text. The comment that it is an advertising message does not stand out. "

FTC's letter in this case mainly focused on influencers on Instagram, but the rules apply to all media. The warning letter should be seen primarily as an awareness-raising initiative, similar to a report from the Media Authority last week.

The CoM stated last week: "In almost 90% of the [researched] vlogs and clips one or more brands or products are clearly visible. In more than 60% of these cases, brands and products are not discussed in passing, but they receive the attention. That attention is often (very) positive. With more than 75% of the videos in which brands and / or products are dealt with, it is unclear whether or not paid attention is paid. "