Brands, Beware Too Much Influence Over Your Influencers

Law360 (September 4, 2018, 11:47 AM EDT) -- Any brand that uses social influencers to promote their products or services, should know about their brand compliance obligations with the Federal Trade Commission Act. They, the influencers, and possibly their agencies and public relations firms are all responsible for ensuring that influencers disclose any "material connection" to a brand with which an influencer has a relationship.

However, the Federal Trade Commission has made it clear that the brands are ultimately responsible for what their influencers, agencies and PR firms do on their behalf. The view seems to be that more brand control provides more FTC security.

But, a recent unanimous,...

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