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Bao M. Vu and Melissa Jones of Stoel Rives. Bao M. Vu and Melissa Jones of Stoel Rives.

The use of celebrities to promote goods and services is nothing new. The practice has evolved over the ages to take advantage of new and innovative forms of media, dating from print advertising through to the current era of social media influencers. While the early years of the Internet may have presented the perception that the Internet provided a sense of anonymity and that no real rules applied to commercial messages transmitted online, we now know that this is not the case. Someone is watching, and in the case of Web-based advertising, one key observer is the Federal Trade Commission (FTC).

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