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Expert Analysis

The Attack On Social Media Influencer Campaigns

By Gonzalo Mon, Kelley Drye & Warren LLP (December 6, 2016, 9:15 AM EST) -- The FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising — more commonly known as the "Endorsement Guides" — have had a profound impact on how companies use influencers to promote their brands on social media. Among other things, companies are required to make sure it's clear that their influencers are working with the company. You can't pass off an opinion as independent, if there's an incentive behind it. Although the FTC has investigated various companies for failing to comply with this requirement, some groups think that the agency is not doing enough....

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