Celebrities Warned By FTC About Sponsored Instagram Posts

Is the Instagram love real or paid?

By Sowmya Krishnamurthy

Celebrities make a lot of money posting about brands on Instagram. As reported earlier, influencers like Kendall Jenner and the Kardashians can make $300,000 per post. But to protect consumers, there are strict legal guidelines on disclosing such sponsored posts. According to Women's Wear Daily, celebrities including Jennifer Lopez, Ciara and Diddy have been warned about publicizing brands on the 'gram.

Last month, 45 celebrities as well as their agents and brands like Adidas, Chanel, Eos and Puma were sent letters by the Federal Trade Commission (FTC) to educate them on disclosing sponsored posts and free swag. Consumers need to know if an endorsement is organic or a paid partnership. The latter could include "a business or family relationship, monetary payment, or the provision of free products to the endorser.” 

Many celebrities do disclose but it needs to be made clear. For instance, writing #ad somewhere at the bottom of a post full of other hashtags isn't enough. Disclosures must be “clear” and conspicuous” and use “unambiguous language” that “stands out.” 

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

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

If a celebrity or influencer genuinely likes a product and has no financial stake, then it's fine to share. The FTC says: “If you write about how much you like something you bought on your own and you’re not being rewarded, you don’t have to worry.”

WWD says that many of the questionable posts have been removed but there's a full list here.

[Photo: Getty Images]

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