Beware of your favorite celebrities and the products they seem to “love” in their social media posts. Chances are they are getting paid to say that.
Stars with over 3 million followers can charge huge fees for touting a product. They can make upwards of $75,000 for Instagram and Snapchat posts, $187,000 for a YouTube video and $30,000 for a Twitter post. The Doctors warn that liking one of these posts is possibly helping to make these celebrities even richer.
The Federal Trade Commission (FTC) is taking notice of the social media trend and is cracking down on undisclosed paid testimonials that are made to feel authentic. The FTC’s guidelines state that celebrities have the duty to disclose any relationship or partnership with a company when endorsing products that go beyond the context of a traditional ad campaign. Many stars use hashtags like #ad, #sp and #sponsored to disclose when a post is sponsored, but the FTC says this might not be enough.
One way the FTC says stars can be more transparent about their relationship with a company or product is to tag the company’s account in their post along with thanking said company.
ER physician Dr. Travis Stork takes issue with instances when it’s a health product being promoted deceptively.
“If it’s ever a health related product… and you have concerns about it, it seems too good to be true, I always say consult with your health care provider to make sure it’s safe,” he warns.
So remember that next time someone like Kim Kardashian is raving about a new hair care product, it might be because she’s getting paid to say that!