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Fitness Influencers under spotlight
The Federal Trade Commission has issued warnings to over a dozen health influencers, including Adam Pecoraro, for promoting sugar and aspartame on TikTok and Instagram without disclosing that their posts were paid for by the American Beverage Association and The Canadian Sugar Institute.
Samuel Levine, director of the FTC’s Bureau of Consumer Protection, emphasized the importance of creators clearly disclosing paid promotions, stating that it is “irresponsible for any trade group to hire influencers” without ensuring transparency.
Despite debates over the health risks of aspartame, the focus is on the lack of transparency in the posts, raising concerns about the credibility of information shared online. The FTC identified instances of inconspicuous placement and ambiguous language in the influencers’ content.
Warning issued to Adam Pecoraro
One influencer, Adam Pecoraro, was warned for using the “paid promotion” tag on TikTok but not making the disclosure audible. The FTC’s Guides for endorsements and testimonials require clear and conspicuous disclosures, giving recipients 15 days to explain how they plan to adhere to these guidelines in the future.
The crackdown extends beyond and includes warnings sent to major food and beverage industry groups, such as the American Beverage Association and the Canadian Sugar Institute. This move represents a broader effort by the FTC to enforce stricter standards for disclosing paid advertising, aiming to set a precedent for accountability in influencer marketing.
The action follows a detailed investigation by The Washington Post and the Examination, revealing how the food and beverage industry engaged dietitians to promote industry-friendly messages on social media without clear sponsorship disclosure.
The FTC’s warning signals a shift toward more aggressive enforcement and a desire to establish disclosure standards not only in the food and beverage industry but across the entire influencer marketing sector.
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