Celebrities are often paid to advertise products or show off in a campaign or during their career, but sometimes they often do things wrong and get carried away in the moment and make simple mistake – post an image where they show off a product which is not really allowed to do so.
Whatever the product is, many agencies research about whether the celebrities are paid to show the products or not, but if they are not obligated to do so, celebrities who need to show off products must grab a greater attention than the ones that slip a post on social media by mistake.
Some of the great fake show-offs are Dj Khaled, a snapchat star who dignifies Ciroc vodka.
Another celebrity is the famous fashion lifestyle blogger Cara Loren Van Brocklin who posts a selfie with a PCA Skin sunscreen which looks like she’s been paid to do so and iJustine post from Instagram taking place in Intel event.
There are still much more that light brand messages on their profiles, but they do not remain unnoticed by the U.S. government. Because of such interaction the FTC – Federal Trade Commission plans to put an end to such things with developing a strategy that consists more visibility on celebrities who are paid to promote products with increased usage of hashtags such as #ad, #sponsored and etc.
Last month there were more cases against Warner Bros, Home Entertainment Inc. which were found paying the internet to attract customers by famous influencers such as PewDiePie who has about 50 million followers on YouTube while promoting the video game Middle – Earth: Shadow of Mordor with positive critics, reviews and comments but there wasn’t any disclosure found that the influencer was paid to promote the game.
Many companies are investing time and resources on social media and hiring anyone from Hollywood to be part of their campaigns or products promotions. That is one of the first and biggest steps for any company to be supported and promoted by someone famous and well known who are adored on TV. The major investments lay in social media and there are spent more than $255 million on one celebrity every month just to appear with the company’s particular product on social media.
The FTC started developing strategies to be more clear about their policies and to secure marketing campaigns with noticing who is paid to be part of and who is not. There are more than 300,000 sponsored posts on Instagram in July who used the promotional hashtags such as #ad and etc.
In many cases paid celebrities and influencers just follow the schedule, the job that they are requested to do but sometimes they are not able to see how to appropriate react on the certain upcoming post which leads to FTC.
There are several rules while promoting; putting hashtags as #sp, #spon may not be understood as they supposed to if they lay at the very bottom of the post and for the videos, there is a rule that the disclosure should be said out loud or displayed on the screen.