Reality TV sensation Scott Disick made a recent Instagram gaffe, highlighting a growing issue among influencers regarding false advertising.
In a recent sponsored Instagram post for weight loss supplement Bootea, Disick accidentally copied and pasted his instructions for posting within the comment box. Sponsored social media posts are not uncommon in this day and age but situations like Disick’s reveal an increasingly murky arena when it comes to their legal protocol.
In America the Federal Trade Commission Act is a law that governs the publication of commercial messages and prohibits deceptive acts in the market. Closer to home, Australia’s peak trade association for online advertising IAB Australia provides Social Advertising Best Practice Guidelines. These advise the inclusion of “sponsored story”, “sponsored post” or “client” are integral to any form of sponsored content.
BEAUTYDIRECTORY editorial director Michelle Bateman agrees that acknowledgement of payment is essential to any post, particularly to maintain the trust of followers. She suggests: “The final step to commercialised content is to consider how you acknowledge it on your site. Readers understand that sponsored content is a reality and in my experience, they are generally accepting of it as long as: it’s clearly marked – readers don’t like to feel like they’ve been tricked, and it fits into the overall style and tone of your site.”
