Influencer Marketing in Social Media: Developments and Guidance for Legal Compliance

The Federal Trade Commission's Guides Concerning the Use of Endorsements and Testimonials in Advertising provide baseline principles and guidelines for using endorsements and testimonials in advertising. At its heart are basic truth-in-advertising principles that endorsements and testimonials must be honest and not misleading. With the growth of social media and influencer marketing, the FTC has expanded its efforts to provide clarity on false and misleading endorsement practices and there has been an uptick in its enforcement proceedings. This program will discuss recent updates to the FTC's Guides and its enforcement proceedings, as well as an overview of practical pointers and best practices for compliance.

This program, presented by Terese Arenth, will benefit attorneys who represent advertisers that use social media influencers to promote their brand, in addition to providing benefits to advertisers and influencers. 

Learning Objectives:

1. Examine recent updates to the FTC Guides

2. Provide practical pointers for compliance with the FTC Guides

3. Identify potential legal issues, liabilities, and responsibilities raised by influencer marketing

4. Discuss recent enforcement trends by the FTC