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40 Mitchell Hamline L. J. Pub. Pol'y & Prac. 1 (2019)

handle is hein.journals/hplp40 and id is 1 raw text is: Casale: Influenci the FTC to Update Disclosure Rules For the Social Med MITCHELL HAMLINE LAW JOURNAL OF PUBLIC POLICY AND PRACTICE VOLUME 40 SPRING 2019 @ 2019 by Mitchell Hamline Law Journal of Public Policy and Practice INFLUENCING THE FTC TO UPDATE DISCLOSURE RULES FOR THE SOCIAL MEDIA ERA Elizabeth A. Casale* I. INTRODUCTION........................................................................................... 1 II. THE RISE OF INFLUENCER MARKETING.................................................. 2 A. A Brief History of Influencer Marketing ............. ......... 3 B. Social Media's Influence ..................................... 5 C. Instagram - The Prime Medium for Influencer Marketing.................. 6 1. How Instagram Works .......... .................... 6 2. How Influencers Use Instagram ............. ........... 8 III. FTC OVERSIGHT OF MARKETING PRACTICES ........................................ 9 A. Material Connections Disclosure Requirements .. .................. 10 B. The FTC and Influencer Marketing ...................... ...... 12 C. Why FTC Oversight is Needed........................ 15 IV. INFLUENCER COMPLIANCE WITH FTC GUIDELINES............................ 16 A. Advertisers........................................... 16 B. Companies ............................................. 17 C. Influencers ............................................. 17 V. MORE QUESTIONS THAN ANSWERS ........................................................ 18 VI. THE FTC NEEDS TO UPDATE GUIDANCE FOR THE SOCIAL MEDIA ERA . 19 VII. CONCLUSION ........................................................................................ 22 I. INTRODUCTION Social media has revolutionized the way that we interact. In a Pew Research Center study, sixty-nine percent of respondents * Associate in the Business Litigation Practice Group at Thompson Coburn, LLP in St. Louis, Missouri. The author holds an Honors Bachelor of Science in Business Administration from Oregon State University, and a J.D. from Wake Forest University School of Law. The views and opinions represented herein reflect those of the author alone. 1 Published by Mitchell Hamline Open Access, 2019

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