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

Non-alcoholic beer fails the Bernstein challenge

Crazy days in the Bernstein offices. Taking time out from being one of the world’s top beverage analysts, the Bernstein team, lead by its London-based veteran Trevor Stirling, held its very own taste ...

BLOG

AG Barr launches Funkin innovation search

AG Barr has lined up a Funkin campaign in the UK to find an 'innovation champion'. ...

BLOG

Are you a beer geek? Take the Brewdog quiz and find out

Brewdog, the Scottish craft brewer, likes to claim its drinkers are some of the most knowledgeable around....

BLOG

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

just-drinks homepage



Forgot your password?