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

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

NEWS

Sylvester Stallone, Canelo Alvarez star in Heineken's latest Tecate campaign - video

Heineken has rolled out the latest adverts in the US for its Mexican beer brand, Tecate....

BLOG

Accolade Wines and a giant of the tennis world

Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...

just-drinks homepage



Forgot your password?