Ryan originally published this post on JuliusWorks.com on November 13, 2017.
In the recent months, the FTC has taken great strides to level the playing field with a group that previously was not impacted by standard regulations in traditional marketing. Back in April 2017, The Federal Trade Commission (FTC) sent letters to approximately 90 celebrities, athletes, influencers and brands reminding them of the need to disclose any “material connection” between the influencer and the brand. The letter goes on to clarify that a material connection could consist of a business or family relationship, monetary payment, or the provision of free products. Important note here, free product needs to be disclosed!
The majority of the responsibility falls on the brand to enforce guidelines with the influencer. Just put yourself in the frame of mind of the FTC. If a large brand seeks out 30 micro- and power influencers with a fan base from 5,000 to 100,000 followers and they were not properly directed on the requirements to disclose, the FTC will go after the largest player, which in most cases is the brand.
Here are five tips to implement in your future campaigns to keep your brand protected and help your influencer partners tell better stories about the relationship.