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FTC Tells Paid 'Influencers' to Disclose When Instagram Posts Are #Ads

The consumer agency has taken the view that advertisement — without proper disclosures — can mislead consumers. The agency has previously put the burden of ensuring proper disclosure on the brands. On April 19, the FTC turned its attention downstream to the "influencers" themselves.

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In the digital age, the Federal Trade Commission (FTC) is keeping tabs on the growing trend of brands hiring so-called “influencers” — athletes, celebrities and others with large followings — to promote their products on social media. See, “Social Media Influencers and the FTC” in our October 2016 issue.

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