Influencer Marketing News

The Legal Landscape of Influencer Marketing: Understanding Endorsement and Disclosure Requirements

Published on April 25, 2024

Influencer marketing has become a pivotal part of the advertising strategies of brands worldwide. However, as this marketing form grows, so does the scrutiny it faces from regulatory bodies. Brands and influencers alike must navigate a complex legal landscape, particularly around endorsements and the required disclosures, to maintain transparency and build trust with their audiences. This post outlines key legal considerations in influencer marketing, helping you understand and comply with the necessary regulations.

Understanding Endorsements


What Constitutes an Endorsement?

In influencer marketing, an endorsement occurs when an influencer uses their platform to promote a product or service. By sharing positive reviews, recommendations, or merely featuring a product, an influencer implicitly or explicitly endorses it. The legal implication is that any such endorsement must be truthful and not misleading.

Ensuring Truthful Endorsements


It is crucial that both influencers and brands ensure that any claims made about a product or service are verifiable and substantiated. Misleading claims can lead to sanctions from regulatory bodies and damage to both the influencer’s and the brand’s reputations.

Disclosure Requirements


Why Are Disclosures Necessary?

Disclosures are required to inform the audience that the content they are viewing is sponsored. This transparency helps consumers make informed decisions about the products being promoted. It also maintains the integrity of the influencer’s content, preserving the trust between them and their audience.

How to Disclose Effectively


  • Clarity and Conspicuity: Disclosures must be clear and conspicuous. This means they should be easy to notice, read, and understand. Placing disclosures in hard-to-see locations, or burying them in hashtags or links, is not sufficient.
  • Platform-Specific Guidelines: Social media platforms often have their specific guidelines for disclosures. For instance, Instagram provides a “Paid Partnership” tag that prominently indicates sponsored posts.
  • Language Requirements: Disclosures should be made in the same language as the endorsement and should be as straightforward as possible. Phrases like “sponsored,” “advertisement,” or “paid partnership” are commonly used and understood.
Regulatory Bodies and Guidelines


Federal Trade Commission (FTC) in the United States

The FTC has set guidelines that outline how brands and influencers should disclose their relationships. These guidelines are intended to ensure that audiences are fully aware of any commercial relationships that might influence the content.

Other Global Regulations

Globally, other countries have their regulatory bodies and laws, such as the Advertising Standards Authority (ASA) in the UK or the Australian Competition & Consumer Commission (ACCC) in Australia. Brands and influencers must be aware of and comply with the regulations relevant to their audience’s location.

Managing Compliance


Regular Training

Brands should regularly train their marketing teams and partnered influencers on the latest legal requirements and ethical standards in influencer marketing. Keeping everyone informed minimizes the risk of non-compliance.

Legal Review

Consider having legal experts review campaign strategies and individual influencer content for compliance, especially for larger campaigns or when entering new markets.

Monitoring and Enforcement

Implement monitoring mechanisms to ensure ongoing compliance with disclosure requirements across all marketing campaigns. This is crucial not just for legality but for maintaining consumer trust.


Navigating the legal landscape of influencer marketing is essential for building and maintaining the trust and loyalty of your audience while protecting your brand from legal repercussions. Understanding and adhering to the necessary endorsement and disclosure requirements is crucial in ensuring your influencer marketing campaigns are both effective and compliant.

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