Brands continue to rely heavily on social media influencers as an important way to reach and interact with consumers, particularly millennials. Brands crave social media’s interactive nature with consumers, the ability to have an informal dialog, and the ability to deliver a message virtually instantaneously. In their desire to seize on social media’s impact, brands sometimes forget that the same laws and restrictions that apply to traditional advertising and promotion also apply to these new forms of promotion.
Traditional Advertising Rules Apply Even in Social Media
The Federal Trade Commission (FTC) has increasingly focused its attention on the use of social media influencers. As is the case with traditional advertising, a speaker’s statements must be their own good faith opinion, and any product claims must be consistent with what the brand could support and state in its own advertising.
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