US
The US Federal Trade Commission (FTC) is reviewing social media promotions by the makers of “detox” teas. Sen. Richard Blumenthal (D-Conn.) urged regulators to investigate what he called misleading and “predatory” marketing tactics, specifically naming Kim Kardashian and her sister Khloé for targeting young women concerned with weight loss.
In a letter he made public on Twitter, Blumenthal said celebrities receive $10,000-$300,000 for endorsements without personally using these products. Some are known to damage the bowel, cause muscle weakness, reduce heart function, and harm the liver. FTC regulations prohibit endorsements from individuals who have not used the products they promote.
In 2017 FTC began mandating that influencers on social media explicitly state when a post is sponsored by #ad or #partner. Since then Truth in Advertising (TINA) compiled 1,400 alleged violations. TINA urged FTC to “put an end to this ongoing and pervasive consumer deception.”
The warnings have not led to any actions against influencers directly but brands including Warner Bros. and Lord & Taylor settled with FTC over complaints that they had deceived consumers by failing to disclose the fact influencers were paid thousands of dollars to promote their products.