The majority of celebrities are failing to clearly label sponsored posts on social media, a report from influencer marketing agency Mediakix found, despite clear guidelines from the Federal Trade Commission to do so. The top 50 celebrities on Instagram FB, +1.04% only labeled 7% of their sponsored posts as sponsored, the analysis found. The average celebrity will post about 52 sponsored posts each year but only label 4% up to FTC standards, the agency estimated. This comes as the FTC continues efforts to educate online influencers as branding posts become more widespread. In April, the FTC sent letters to more than 90 celebrities , athletes, and marketers reminding them they must clearly state their relationships with brands when endorsing them online. (Instagram did not return request for comment). “This whole strategy by the FTC is ineffective because smaller brands and influencers think there isn’t a risk to being caught,” Gil Eyal, founder and chief executive of influencer marketing company HYPR said. That may change soon, however, after the disastrous Fyre Festival left thousands of concert-goers stranded on an island in the Bahamas . The music festival was promoted by a number of high-profile influencers, including Kendall Jenner, who was reportedly paid $250,000 for her post about the event. Eyal said lawsuits emerging from the festival are holding such celebrities accountable for the first time.
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