Influencer marketing is big business but creators who dont know FTC guidelines could be at risk

This story was originally published on Passionfruit.

You’re finally getting paid to talk about a dream brand and have the perfect concept to shoot for your upcoming brand campaign. This sounds simple until you think about the dreaded legal requirements. Acknowledging FTC guidelines as influencers is one thing, but effectively implementing them is another.

Let’s ditch the overwhelm that comes with searching “FTC guidelines for influencers” and other internet search spirals and get an actual legal perspective from our go-to legal expert, Veronica Ramirez, Esq. who will give us a quick breakdown of what you need to know about the FTC’s advertising guidelines.

What are FTC guidelines, and why do they matter?

The Federal Trade Commission is a United States consumer protection agency tasked with “protecting the public from deceptive or unfair business practices and unfair methods of competition.” The FTC created a set of regulations specifically designed for advertisers and influencers to follow when creating content online, known as the “Endorsement Guides.” These regulations outline the steps influencers and advertisers need to take to help their audience distinguish that what they see isn’t a run-of-the-mill organic post.

The most common resource people share (myself included) is this guide. Another great resource to check out if you want to get a deeper understanding is this resource.

Please remember that other laws and regulations apply when creating sponsored content. Think of these regulations as the baseline for all sorts of sponsored content. Depending on the industry, different rules or laws may apply, like the time Kim Kardashian paid $1 million to the SEC for her crypto ad. If you have questions about what other laws to keep in mind, please consult an attorney.