FTC Crackdown: Honest, Sponsored Content Is Authentic Content” – CLEVER for Campaign Magazine
• April 21, 2017
Vague captions and hidden #ad hashtags are no longer going to cut it when it comes to Influencers identifying sponsored content.
This week, the FTC laid down the law sending letters to 90 celebrities in violation of disclosure guidelines. The industry reacted, and Campaign turned to CLEVER Founder, Kristy Sammis, for her expert opinion on the FTC’s action, thoughts on how authenticity can still thrive under the guidelines, and who is responsible for meeting sponsored content disclosures in the end.
Hint: brands and agencies.
It’s always, always, always better to be upfront about paid endorsements, because it’s just way more honest, which is the entire point of influencer marketing. Making the disclosures very obvious might affect engagement, but brands and agencies should already know that and forecast campaign expectations accordingly. — Kristy Sammis
Complying with FTC guidelines isn’t anything new to CLEVER. We’ve always had strong opinions about disclosures and the fact that honest content—sponsored or not—is authentic content. Brands should only trust agencies who ensure their Influencers properly disclose sponsored content across every channel, every time they post.