instagram stars are again warned over undisclosed advertisements

Naomi Campbell, Diddy, Victoria Beckham and more fashion giants have been reminded of the rules that come with sponsored Instagram posts.

by Isabelle Hellyer
08 May 2017, 11:01am

A post that landed Diddy in hot water, via @diddy

Top fashion giants have been reminded that all sponsored Instagram advertisements must be clearly labelled, or they risk breaking American law. As the National Law Journal reports, America's Federal Trade Commission recently sent letters to top fashion executives — including the President of YSL North America, Bryan Cryder, and Chanel's US COO, John Galactic — stressing that all influencers must disclose posts with tags like #sponsored or #advertisment when they've been paid to share imagery. Emily Ratajkowski, Naomi Campbell, Diddy, Zendaya, and Victoria Beckham also received letters. 

The Federal Trade Commission has struggled to keep up with the Instagram boom and the deluge of unmarked advertisements that has come with it, only last year updating their guidelines for the internet age. They're concerned many consumers are continuing to confuse paid posts with personal endorsements — without a tag, who's to know if that model really loved her dress, or if she was just being paid to share it?

Most recently, the disastrous Fyre festival reignited these same concerns after some disappointed patrons claimed they were unaware influencers had been paid to to post about the festival. In fact, some supermodels were reportedly handed as much as $250,000 USD for their Instagram endorsements. Well, you know how the saying goes: if it looks too good to be true...

Federal Trade Commission
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