The Government Is Cracking Down On Celebrities Who Are Paid To Instagram

For the first time ever, the FTC is stepping in.

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More than 90 letters have been sent to celebrities, athletes, and other influencers to gently remind them to clearly state their relationships to brands when posting an #ad or #endorsement on Instagram, the US Federal Trade Commission announced Wednesday.

As noted in a press release, this is the first time the FTC has reached out directly to these influencers, which means Kim Kardashian, Kylie Jenner, and other Kardashian-Jenner family members probably received letters.

Detoxing with @fittea 💜 it tastes amazing and the ingredients are all natural 🍵 #ad

A post shared by Kim Kardashian West (@kimkardashian) on

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The FTC sent the letters after reviewing petitions filed by the nonprofit Public Citizen and other affiliated organizations who were concerned about influencer advertising on Instagram.

In addition to being clear in communicating their relationship to a diet pill or rental company, social media influencers should 'disclose any material connection above the 'more' button,' the FTC points out, since fans and followers usually only see the first three lines of a lengthy caption when using the app on mobile.

For the same reasons, the FTC suggests that hashtags or links to stay near the top instead of the end of a long post.

A sample of the FTC letter can be found here.

when your lyrics are on the bottle 😛 #ad

A post shared by Selena Gomez (@selenagomez) on

Part of it reads: 'To make a disclosure both 'clear' and 'conspicuous,' you should use unambiguous language and make the disclosure stand out. Consumers should be able to notice the disclosure easily, and not have to look for it.'

Some recipients of the letter are also being encouraged to go beyond using something like '#sp' (sponsored partner), 'Thanks, [Brand]' or '#partner'.

The sponsored Instagram industry is a serious side hustle for dozens of celebs. According to a Jezebel report in 2016, Scott Disick can make anywhere between £11,000 and £15,000 per sponsored post on Instagram.

I guess there's no better time than now to revive one of the greatest moments in (sponsored) Instagram history:

We're sure it won't long before the British government crack down on its celebrities blurring the lines on sponsored posts, too.

From: Cosmopolitan
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