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FTC: Paying A Big-Name Beauty Influencer To Smear A Competitor Is Unlawful … In These Contexts

 
• By Ryan Nelson

Marketing insiders are denouncing the growing trend of beauty companies weaponing influencers against competing brands. Mary Engle, associate director of FTC’s Division of Advertising Practices, discusses the practice and lines that shouldn’t be crossed, blurry as they may well be.

WASHINGTON, DC - SEPTEMBER 28, 2013: Federal Trade Commission Building in Washington, DC.

The Federal Trade Commission has made clear that endorsers must disclose material connections when promoting products, and that companies cannot punish consumers for honest negative reviews.

But what about influencers who are paid by one company to

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