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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.
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