Victoria Beckham has received a letter from the US Federal Trade Commission about her Instagram account. So too have Heidi Klum and Lindsay Lohan. Why is a US agency trawling through these celebrity accounts?
Because last month the FTC said it was watching out for products being promoted on social media by celebrities and reminding all concerned that marketing messages must be clearly identified. The American publication, the National Law Journal, submitted an FOI asking who was under scrutiny and those were just a handful of the nearly 100 celebrities, influencers and companies.
Victoria, pictured above, received a letter with a print out of her Instagram post of Lancer Contour Décolleté (décolletage de-wrinkler) and a note reminding her that: “The FTC’s Endorsement Guide states that if there is a ‘material connection’ between an endorser and the marketer of the product... the connection should be clearly and conspicuously disclosed.”
There is no accusation of any untoward activity from Ms Beckham or others on the list. This is just a reminder of the rules.
For all of today's Diary click here.
