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19 Va. Sports & Ent. L.J. 29 (2019-2020)
Not Content with Content Influencers: How the FTC Should Promote Advertisement Disclosure

handle is hein.journals/virspelj19 and id is 31 raw text is: FALL 2019 NOT CONTENT WITH CONTENT INFLUENCERS VOL.19:1 Note Not Content with Content Influencers: How the FTC Should Promote Advertisement Disclosure Tyler Fredricks, I. Introduction...............................................................................................29 A . The Rise of Social M edia.....................................................................30 B. Types of Advertising on Social Media.................................................32 1. D irect A dvertising...........................................................................32 2. Influencer A dvertising ....................................................................33 II. Federal Trade Commission Regulations ...................................................35 A . Endorsem ent G uides ............................................................................36 B . W hat People Are Asking..................................................................37 C. Current FTC Guidelines' Impact on Consumers of Endorsement Advertising...........................................................................................39 III. Literature Review on Improving the FTC's Regulation of Influencer Disclosures................................................................................................41 A. The First Amendm ent as a Barrier .......................................................41 B. Increasing the FTC's Budget and Strategically Targeting Top Influencers............................................................................................42 C. Shifting Burdens to Intermediaries.......................................................43 D. Views on Altering the FTC's Focus on Disclosure..............................45 E. Minimize Costs to Influencers through Adopting a Disclosure Emoji.47 IV. Recommendations.....................................................................................48 A. Enforce Against Micro-Influencers, not just Top Influencers..............48 B. Ensure Compliance with Existing Rules, Rather Than Resolve Future Ambiguities..........................................................................................49 C. Recognize Sufficient Disclosure Formats, Not Necessary Disclosure Formats ................................................................................................50 D. Increase Intermediary Liability for Marketing Companies, but Do Not Impose Liability on Content Platforms or Web Browsers....................51 E. Adopt a One-Character Disclosure Emoji or Disclosure Symbol........52 V. Conclusion ................................................................................................52 . Introduction Today, influencer marketing and disclosure of material connections to marketing companies are like the Wild West: there are rules, but most influencers do not abide by them. The Federal Trade Commission (FTC) has the formidable job of consumer protection in the social media age, and has been hesitant to bring Technology & IP Transactions Law Clerk at Weil, Gotshal & Manges LLP in New York, New York; J.D., University of Virginia School of Law; B.S., Duke University; B.A., Duke University. 29

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