Influencer Marketing – Influencers Take Heed

In January 2015, I wrote about the one thing every advertiser must know – disclosure laws.  Last January, I wrote about the Federal Trade Commission’s (FTC) response to accusations by certain consumer groups that it was not being aggressive enough in its review and enforcement of influencer marketing campaigns.  This year, as influencer marketing continues to gain traction and popularity among companies of all sizes and scale, I take a look at the FTC’s focus on the influencers themselves, as 2017 saw the FTC’s first enforcement action against individual online influencers.  No longer can an influencer hide behind the company or marketing agency that hired him or her. What is an Influencer? Online influencers are the social media version of key opinion leaders.  An influencer is an individual who has cultivated a tremendous online following (often in the millions) as a result of his or her established (whether deserved or not)…

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