As the Federal Trade Commission begins to crack down on creators for inappropriate disclosures of branded content, Instagram wants to keep its creators on the right side of regulators.
In June, Instagram began testing a tool allowing designers to tag when an article or organic story was paid for by a brand, similar to that of its parent company, Facebook, which has debuted in April 2016. Now the photo and … The video application makes the branded content tool available to more creators, especially those who receive a high level of quality. commitment on their publications and that represent a large part of the branded content on Instagram.
To make sure that creators use the tool when needed, Instagram began monitoring their posts for branded content disclosure violations. According to an Instagram spokesperson, the system combines computerized and human journals of creative publications. When a message is reported as violating the company's brand content policy, the creator receives a notification within the app to associate the tag "Paid Partnership With" to the post.
If embedded disclosures of Instagram branded content are gaining popularity among creators, the pseudo-standard could hold on a stronger foundation with the FTC. In September, at the same time that the regulator announced its first-ever agreement with social media influencers for failing to properly disclose a trademark approval agreement, the FTC also cast a shadow over the sufficiency of integrated disclosure tools.
The FTC's position that these tools are "not necessarily" sufficient will probably not mean that it plans to penalize the creators who use them. But the more the creators use them and the more the public becomes accustomed to their meaning, the more the FTC is likely to soften its vision of their sufficiency.