Monday, March 06, 2017

Marketers 'Unaware' of FTC Social Media Guidelines Regulating Influencers

From eMarketer:

Influencers are taking an increasingly large chunk of the digital ad market, and many individuals with hefty, engaged social media followings are charging top dollar to work with brands to spread the word about their products and services.

Guidelines from the Federal Trade Commission (FTC) require sponsored posts on social media to be tagged as ads. However, influencers and content marketers have very different levels of awareness about these guidelines, according to a survey conducted by Lightspeed GMI and Research Now for Izea.

The study found that six out of 10 US influencers polled in September 2016 said they’re aware of or understand the guidelines, and another 23% said they’re aware of or at least somewhat familiar with them.

Only 11% of marketers reported being aware of or having an understanding of these guidelines, while 23% said they’re “somewhat familiar.”

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