We caught up with Noriko Roy and Kristy Adcock, co-founders of the NK Agency. Here, they share the latest FTC Regulations for brands and influencers to have a healthy collaboration.
Captioning: When you're writing captions, be sure to pay attention to what exactly it is you are claiming, and the way you are communicating this to your audience.
What you are noting in your caption must be truthful, accurate and substantiated. Keep in mind a few questions 1) Is what you are claiming in your content TRUE for everyone? 2) Is your claim accurate and does it include material details? 3) Can you back up your claim with reliable evidence?
Influencers, Endorsements and Testimonials: When it comes to influencers, endorsements and testimonials - whether they are paid for or adopted by your business - they must also be true!
Whether you are a brand or an influencer, you must disclose 1) Material connections between the endorser and the seller that are not reasonably expected by the audience. 2) Material connections that may affect the weight or credibility of the endorsement. 3) Material connections that may be of a personal, financial or business nature. This could be anything from payment, free product in exchange for an endorsement, social media contests, a business or personal relation to the brand, or even employee relation to the brand!
Proper disclosure: It’s OKAY to engage in partnerships and collaborations - just make sure to disclose the relationship correctly.
- Each relevant post must contain the disclosure at the beginning of the caption (not in the middle, not after “more . . .” and not at the end).
- Noting the company name is not enough! Single word hashtags such as #Ad #Sponsored #Paid #Contest #Promotion are necessary!
- When an influencer creates a video - be sure that the relationship between brand and influencer is clearly noted in the video itself - not just in the caption for that video! Better be safe than sorry!
Whether you are an influencer, brand or agency - I highly encourage you to get certified. FTC compliance and influencer fraud can become a serious issues where all parties involved may be held liable for improper influencer advertising.
Here is where we got certified: www.influencersiq.com
Connect if your interested in learning more!