How much can we trust the reviews of influencers and YouTubers? Are the judgments real or manipulated by commercial interests? The American Federal Trade Commission wants to see this clearly, with the aim of avoiding the dissemination of untrustworthy and manipulated reviews with the aim of hiding the truth from consumers.
In 2019, the FTC had published the volume Disclosures 101 for Social Media influencers addressed to content creators, YouTubers, streamers and influencers, the book clearly and precisely indicates all the possibilities to highlight any partnerships and promotional offers in the content published online.
As announced by the FTC, the guide will need to be updatedthe Federal Trade Commission’s goal is to avoid covert advertising and fake reviews that damage relationships with consumers. The institution therefore wants to update the guidelines to ensure that the link between a product and a possible collaboration is increasingly clear.
In essence, the institution will work to make sure that it is always and in any case very clear the relationship that binds an influencer or content creator to a productthis is to prevent companies and marketing agencies from taking advantage of the relationship of trust that often is established between the public and a creator, especially in the case of the very young, which must be better protected and help you understand when a product is recommended for advertising reasons and when an opinion is absolutely sincere and dispassionate.