The New FTC Guidelines for Influencer Marketing

FTC update says clear disclosures are required when even a small percentage of the audience is unlikely to fully understand the nature of an endorser agreement. Updated guidelines also focus heavily on product reviews now requiring companies to either clearly disclose when they provide some sort of incentive for users to write positive reviews or stop including those reviews in their total ratings altogether. FTC has separately proposed a new rule that would band practices such as suppressing negative reviews or posting reviews attributed to people who don't exist or have no experience with the products in question.