FTC investigates ‘false and manipulative’ reviews by influencers and social media – Nerd4.life

there Federal Trade Commission (FTC)a US federal body that monitors the health of market practices, decided that Check reviews from influencers and rely on social mediaIn order to avoid the spread of these ‘False and manipulative’ It can reach the audience.

This is not the first time that the case has been analyzed by the federal body: in fact, the brochure was prepared already in 2019 Disclosures 101 for Social Media Influencerswhich contains guidelines for live broadcast creators and influencers, to indicate ways to establish general promotional and commercial relationships with companies, in connection with the placement of products in video content or reviews.

However, this guide will need to be updated and made less permissive, it seems, as the FTC intends to avoid it “Secret propaganda” and “false and manipulative reviews” that can result from improper use of B2B and broadcaster partnerships on products.

On the other hand, endorsement evidence “that regulates Partnership Relationships This type was developed in 2009, which is a long way from today, if you think about how social media has evolved in the meantime and how influencers have become relevant in recent years.

So the Federal Trade Commission decided to propose new guidelines that “reflect the importance attributed to social media and product reviews through them by manufacturers.”

The new regulations affect not only influencers but also platforms The same thing they do, or the companies that control social media. In particular, it becomes necessary to avoid hidden advertising and the phenomenon of “microtargeting”, with promotional features aimed at specific target audiences. Particular concern was also expressed, in this sense, with regard to propaganda directed at children.

The concern stems from the relationship of trust that develops between the public and some influencers, for which they become promotional tool So powerful that companies can take advantage of it. The latter has a large part of the responsibility to ensure that the official partnership, sponsorship and endorsement relations between the producer and influencer are made public and explained to the public.