Regulators and Industry Thought Leaders Discuss Issues in Social Media Advertising
Holland & Knight
Anthony E. “Tony” DiResta, Kwamina Thomas Williford, Brian J. Goodrich
Holland & Knight and the Word of Mouth Marketing Association (WOMMA) on Sept. 21, 2016, held an informative, half-day seminar featuring presentations and a panel discussion of trends and forefront regulatory compliance issues in social media marketing and native advertising. The seminar featured speeches by an official from the Federal Trade Commission (FTC) as well as business professionals and other key players in the industry. The morning’s presentations and panel discussions included a lively debate over current issues facing brands that market on social media platforms, including legal compliance risks presented by the increased role played by celebratory influencers in the marketing world.
The day’s speakers discussed one of the most difficult current challenges in social media marketing: celebrity endorsements of a product or service on a platform such as Instagram and Twitter. Strader presented several prominent celebrity product endorsements in Instagram posts, pointing out the stark lack of labels or hashtags clearly indicating that the celebrity was paid to make the endorsement.