Brands are pushing influencers to hide their paid deals

Influencer marketing is experiencing a surge, yet it is accompanied by a growing concern over the lack of proper disclosure of paid partnerships. A recent survey by influencer marketing company SheSpeaks revealed that 18% of creators have been asked by brands not to disclose their collaborations in the past year, up from just 2% when the same survey was conducted a decade ago.

The Federal Trade Commission (FTC) mandates clear labeling of such partnerships, but its guidelines do not specify the exact wording. Many creators and talent representatives report that requests forgoing disclosures are rare and usually come from smaller brands rather than large corporations. Some brands believe that hiding sponsorships can negatively impact engagement and reach on social media platforms.

However, influencers argue that disclosing partnerships is crucial for maintaining their audience's trust and authenticity. Several major social media platforms, including YouTube, TikTok, and Meta, are implementing automated detection technology to flag unmarked brand deals. Despite this, some influencers feel pressured to compromise on disclosure due to the fast-paced nature of the industry and the potential impact on their performance metrics.

To address these issues, the Institute for Responsible Influence, a project of the Center for Industry Self-Regulation, launched a certification program to educate creators and brands on advertising rules and standards.