Interesting piece below on the US government's increasing interest in what may be considered deceptive practices on the part of paid influencers.
Acts of omission - like failing to disclose a financial relationship between an Instagrammer and a brand, for example - are as problematic as intentionally misleading consumers with false information.
The article focuses on the fashion industry, but the practice of paying online influencers to promote products and brands cuts across just about every consumer sector. And it's not just the Federal Trade Commission in the US that's paying attention to what's said or not in these relationships; most countries have similar regulatory agencies with similar requirements for disclosure.
Bottom line for agencies, brands and bloggers/posters: when in doubt, disclose.
Thanks to US colleague Amy Losak for spotting this piece.
With this in mind, the FTC Act states that an act or practice is deceptive if there is a material misrepresentation or omission of information that is likely to mislead consumers acting reasonably in the circumstances. Note: a misrepresentation is “material” if it is likely to affect consumers’ buying choices.