Chrissy Teigen has thoughts on FTC disclosure requirements
Correction: An earlier version of this article inaccurately stated that “Teigen might want to get with the program and accept disclosure requirements.” The line has been changed to “Teigen thinks that the FTC guidelines should go across the board.”
Chrissy Teigen is not just a supermodel. She’s also an influencer, and she isn’t shy about telling brands and even government regulators how the nascent corner of the marketing industry should evolve.
Today, Teigen went on a Twitter rant about how she works with brands, what works and what doesn’t. Some lessons:
When you are endorsing a brand, make sure to coordinate with its marketing team.
@StinaSternberg yes they make me email what I'd like to say, then they change it, then I change it, then they approve, then I post. ay yi yi
— christine teigen (@chrissyteigen) September 22, 2016
While this is common practice, it may not be the best one. “Ideally a brand is working to educate the influencer on its product, positioning and guidelines, but then turns the creative expression over to the individual to use their own voice,” said Brian Zuercher, CEO and founder for agency Seen.
Maybe the FTC should mind its own business.
Every company I work with (and I only work with ones I use and like) is CRAZY about making sure #ad or #SPON is used. How come these teas…
— christine teigen (@chrissyteigen) September 22, 2016
Noooo I understand why – just don't get why it isn't equally regulated across the board. What makes tea different?
— christine teigen (@chrissyteigen) September 22, 2016
The FTC requires that social followers need to know the relationship between the influencer and the brand. Teigen thinks that the FTC guidelines should go across the board.
“Since influencer marketing is still in the early stages, the FTC guidelines are evolving,” said Mike Heller, CEO and founder of talent agency Talent Resources. “Although meaningful enforcement has not occurred yet in most cases, we believe that the FTC will increasingly hold non-conforming brands responsible.”
If you don’t follow the FTC disclosure guidelines…
@StinaSternberg do they fine the company or the individual? I wonder, if it's the company, if the company can sue their influencer?
— christine teigen (@chrissyteigen) September 22, 2016
If the contract with the influencer states that there is a requirement to apply the rules, the brand is able to sue the individual and other consequences would be laid out, Zuercher explained.
And Zuercher applauded Teigen’s rant on Twitter. “The reality of the industry today is that the FTC will not have the bandwidth to police everything, thus the more public and aware the more likely to be monitored,” he said. “Teigen should feel some flattery that the brands she works with take their work seriously.”
Images via Teigen’s Instagram.
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