FTC Targets “Deceptive” Social Media Endorsements and Reviews

In recent years, the FTC has ramped up efforts to deter deceptive marketing practices on social media and customer review websites by issuing guidelines that apply to marketers and influencers alike and instituting enforcement actions against the guidelines’ most blatant violators.  These actions have largely placed the onus on brands and companies to ensure that any material relationships with influencers and reviewers who endorse or recommend their products or services are clearly disclosed, even if that means monitoring influencers’ social media accounts and review websites to confirm that all necessary disclosures have, in fact, been made. Just this month, the FTC approved final settlements in enforcement actions against a PR company and a publisher in relation to a media campaign which used the mosquito-borne Zika virus outbreak and the 2016 Summer Olympics in Brazil to promote a mosquito repellant product.  According to the complaint, the companies…

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