Sponsored posts from celebrities—or worse yet, influencers —are terrible in any form, but they re especially bad when it s not clear they re actually ads.
That s why, according to a report from Bloomberg, the Federal Trade Commission wants to crack down on these fuzzily-labeled posts.
We ve been interested in deceptive endorsements for decades and this is a new way in which they are appearing, Michael Ostheimer, who works in the FTC s Ad Practices Division, told Bloomberg.
We believe consumers put stock in endorsements and we want to make sure they are not being deceived.
Ostheimer didn t lay out many specifics for the FTC s plan of attack, but indicated the agency would likely go after the companies behind the products, not the celebrities or influencers themselves, though it hasn t ruled that possibility out.
Some famous people label their sponsored posts—for which they often get paid huge sums of money—with hashtags like ad, sp, or spon, but the FTC says this isn t always enough.