Blog: Lucy BritnerUnder the influencers - regulators crack down on sponsored social media

Lucy Britner | 8 August 2016

Drinks companies that use celebrities and influencers to endorse products via social media could be in line for some rule changes.

The US Federal Trade Commission has been widely quoted as saying it wants to clamp down on unclear promotions on social media such as Instagram and Snapchat.

That means a hashtag such as #sp might not be enough to indicate sponsorship - especially if they are mingled in with several other hashtags.

"We've been interested in deceptive endorsements for decades and this is a new way in which they are appearing," Michael Ostheimer, a deputy in the FTC's Ad Practices Division has been quoted as saying. "We believe consumers put stock in endorsements and we want to make sure they are not being deceived."

FTC charges have already been settled in the entertainment industry as well as in the fashion world.

Meanwhile in the UK, soft drinks firm Britvic found itself in hot water last year with the Advertising Standard Authority. The regulator upheld a complaint that questioned whether a celebrity-endorsed Instagram activation was "obviously identifiable" as an advert.

It looks like regulators on both sides of the Atlantic are really getting a handle on social media. Probably just in time for whatever the next phenomenon will be.

BLOG

Did Alibaba's 9.9 Global Wine and Spirits Festival flop?

Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....

BLOG

Is Vietnam about to curb late-night drinking?

In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....

NEWS

Diageo Australia gives Bundaberg Rum Lazy Bear TV push - video

Diageo's Australian unit has launched an advertising campaign to support the launch of new RTD Bundaberg Rum Lazy Bear.  ...

BLOG

Heineken brings commercial know-how to new recruitment drive

Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...

NEWS

Carlsberg launches Hong Kong taxi campaign - video

Carlsberg has rolled out a new campaign in Hong Kong as it looks to capitalise on its "Probably the best..." slogan.  ...

BLOG

Queues are forming for latest (Jim Beam) Apple product

Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....

just-drinks homepage



Forgot your password?