19 Va. Sports & Ent. L.J. 29 (2019)
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 Media.............................30
   B.   Types of Advertising on Social Media....................32
      1.   Direct Advertising..................         .............32
      2.   Influencer Advertising.............................33
II.   Federal Trade Commission Regulations      ......................35
   A.    Endorsement Guides     .............................................36
   B.    What People Are Asking     ......................................37
   C.    Current FTC Guidelines' Impact on Consumers of Endorsement
         Advertising      ........................   .....................39
Ill.  Literature Review on Improving the FTC's Regulation of Influencer
      Disclosures.  ........................................41
   A.    The First Amendment 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 Amndenaaa...............r..............................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. 752
V.    Conclusion       ....................................................52

I.       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 (FtrC) has the formidable
 job of consumer protection in the social media age, and has been hesitant to bring

 .Technology & P Transactions Law Clerk at Weil, Gotshal & Manges LLP in New York, New York;
 J.D., University ofVirginia School ofLaw; B.S., Duke University; BA., Duke University.
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