Tech Transactions & Details Privacy 2022 Report

As found in current several years, social media influencer marketing can lead to a meteoric rise in attractiveness for a corporation and its manufacturer. 1 Probable statements beneath the Lanham Act for unfair level of competition are exterior the scope of this report.

No matter if an Instagram publish by that well known family in Calabasas or a TikTok online video from a micro-influencer, influencer advertising and marketing can do miracles to boost the visibility of a brand. As a end result, it has grown into almost a $14 billion sector in accordance to Influencer Advertising Hub.

At its main, influencer advertising consists of a corporation leveraging the level of popularity of an influencer (i.e., a social media persona with a loyal subsequent) to promote its merchandise or solutions. In exchange, the company compensates the influencer with payment, absolutely free goods, companies or other added benefits.

Influencer marketing and advertising extends very well further than celebs who have hundreds of thousands of followers. Organizations routinely engage standard persons with a compact adhering to in a area of interest category. The market typically categorizes influencers into 4 groups dependent on the sizing of their social media following: mega (>1 million followers), macro (100k-1M followers), micro (10k-100k followers) and nano (<1k-10k followers).

While companies (i.e., advertisers) are drawn to influencer marketing for myriad reasons, including its lower cost and perceived ability to attract better customers, those engaged in influencer marketing should be cognizant of the legal and regulatory obligations that govern all parts of the ecosystem, including the advertisers, parties playing an intermediary role (e.g., marketing agencies) and the influencers themselves.

Legal and Regulatory Obligations

Currently, social media influencer marketing is primarily regulated by the Federal Trade Commission (FTC) pursuant to its authority under Section 5(a) of the FTC Act, which prohibits “unfair or deceptive acts or practices in or affecting commerce” (15 U.S.C. Sec. 45(a)(1)). The Food and Drug Administration (FDA) is also involved when…