Travel Brands’ Influencer Campaigns Still Hide Too Much Says the FTC
Photo Credit: The Federal Trade Commission wants influencers, such as fashion influencer Marie Luv Pink, who was used by Starwood's Tribute Portfolio, to tell consumers when they've been paid by brands to post on social media. Instagram / Marie Luv Pink
Skift Take
There are many travel brands that are seemingly in violation of the U.S. Federal Trade Commission's new native ad guidelines on how to disclose when social media influencers were paid. Consumers appreciate brands more when they're transparent and develop deeper connections with influencers when they know what they truly support and enjoy when they're not being paid.
All of that behind-the scenes and seldom-disclosed compensation that a slew of travel brands bestow upon social media influencers may soon have to come into the open.
A settlement last month between the U.S. Federal Trade Commission and Warner Bros. may foretell stricter enforcement of guidelines on the use of social media influencers and force companies to be more transparent.
The commission hasn't brought any charges against a travel brand, nor did it fine Warner Bros. But the Federal Trade Commission called out Warner Bros. for "failing to adequately disclose that it paid online influencers thousands of dollars to post positive gameplay videos on YouTube and social media" for a marketing campaign for one of its video games.
Do social media influencers or celebrities really enjoy that hotel pool or in-flight snack like they say they do? Even if they do are brands paying them for an endorsement but being discreet about it?
Those questions prompted the FTC to release upd
