SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
TechnologyMar 08, 2019
Ad Watchdog Asks FTC to Take Action Against Influencers
Truth in Advertising sent a complaint after investigating the same 21 influencers the Federal Trade Commission had already warned about “deceptive” posts.
Madison, Conn.—Ad watchdog Truth in Advertising has filed a complaint with the Federal Trade Commission against a group of social media influencers it says have posted deceptive ads despite previous warnings.
Nearly two years ago, the FTC sent letters to more than 90 influencers and brands, reminding them about disclosure and promotions on social media.
The agency followed up with a second batch of letters in September 2017 to 21 of those influencers—a mix of actresses, singers, reality TV stars and individuals who made their names strictly as influencers—reminding them of their legal obligations and requesting information about their connections to certain companies.
Truth in Advertising (TINA) is now saying there has been no public action from the FTC on this front, leading it to launch its own investigation into the influencers’ Instagram accounts.
The list of influencers, who have a combined following of more than 220 million, includes actresses Vanessa Hudgens, Shay Mitchell and Sofia Vergara, singer Ciara, and socialite and TV personality Scott Disick, who was on “Keeping Up with the Kardashians” for years because of his on-again, off-again relationship with Kourtney Kardashian.
According to TINA.org, 20 of the 21 influencers “continue to violate federal endorsement guidelines” by not clearly and conspicuously disclosing their material connections—ranging from receiving free products to actual endorsement deals—to the brands in their Instagram posts. (The only one not included was Lindsay Lohan, though TINA.org noted that could be because the “Lindsay Lohan’s Beach Club” star wiped her Instagram account clean in October 2018.)
It compiled more than 1,400 “deceptive” social media posts promoting more than 500 brands published between May 2017 and December 2018. The violations in the posts, TINA said, range from “a complete lack of disclosure to burying #ad in the middle of a caption, making it easy to miss.”
Fashion and lifestyle blogger Rach Parcell topped TINA’s list, with 265 allegedly deceptive posts during the time period, followed by Hudgens (175) and Mitchell (140).
Based on its findings, the organization filed a complaint with the FTC on Monday, asking it to take “strict enforcement action against these repeat offenders.”
A TINA spokesperson told National Jeweler it would like the FTC to expand its investigation into the marketing tactics used by these social media influencers and “put an end to this ongoing and pervasive consumer deception,” and that it is “confident” the FTC will take action against these 21 individuals.
Editors' Picks
Sponsored by
The complaint and list of all 21 influencers can be found on TruthInAdvertising.org.
“It’s clear that these social media influencers do not take the FTC’s regulatory guidance seriously and continue to deceptively market goods and services to their fans,” TINA.org Executive Director Bonnie Patten said. “It is time that the FTC takes strict enforcement action against these repeat offenders.”
Earlier this week, FTC Chairman Joe Simons made a statement at the National Association of Attorneys General winter meeting indicating its commitment to enforcing truth in advertising laws about social media influencer marketing.
He said: “Truthful advertising will always be one of the FTC’s core missions, because it lets consumers make informed decisions. As online marketplaces and infomercials continue to flourish, we will continue to prioritize enforcement involving the inappropriate use of influencers, native advertising and consumer reviews.”
When asked by National Jeweler about the FTC Endorsement Guides members of the jewelry trade should keep in mind, Jewelers Vigilance Committee Senior Counsel Sara Yood said if a relationship exists between a brand/company and an endorser and marketer of its product, that relationship must be disclosed, especially if the relationship isn’t obvious. And it must be disclosed in such a way that is conspicuous to the consumer.
As TINA noted, these material connections can include a business or family relationship, monetary payment or the gifting of free product.
Yood also emphasized that the Endorsement Guides apply to both the brands and companies involved as well as the social media influencers and celebrities.
On Instagram, she said, disclosure should be done in the first few lines of the caption so users don’t have to click to expand the caption to see if it is sponsored.
The FTC also says that when multiple tags, hashtags or links are used, readers might skip over them, especially when they are located at the end of a long post, meaning that a disclosure placed in such a location is not likely to be conspicuous.
Truth in Advertising has an article outlining social media disclosure guidelines on its website.
“It’s clear that these social media influencers do not take the FTC’s regulatory guidance seriously and continue to deceptively market goods and services to their fans,” TINA.org Executive Director Bonnie Patten said. “It is time that the FTC takes strict enforcement action against these repeat offenders.”
Earlier this week, FTC Chairman Joe Simons made a statement at the National Association of Attorneys General winter meeting indicating its commitment to enforcing truth in advertising laws about social media influencer marketing.
He said: “Truthful advertising will always be one of the FTC’s core missions, because it lets consumers make informed decisions. As online marketplaces and infomercials continue to flourish, we will continue to prioritize enforcement involving the inappropriate use of influencers, native advertising and consumer reviews.”
When asked by National Jeweler about the FTC Endorsement Guides members of the jewelry trade should keep in mind, Jewelers Vigilance Committee Senior Counsel Sara Yood said if a relationship exists between a brand/company and an endorser and marketer of its product, that relationship must be disclosed, especially if the relationship isn’t obvious. And it must be disclosed in such a way that is conspicuous to the consumer.
As TINA noted, these material connections can include a business or family relationship, monetary payment or the gifting of free product.
Yood also emphasized that the Endorsement Guides apply to both the brands and companies involved as well as the social media influencers and celebrities.
On Instagram, she said, disclosure should be done in the first few lines of the caption so users don’t have to click to expand the caption to see if it is sponsored.
The FTC also says that when multiple tags, hashtags or links are used, readers might skip over them, especially when they are located at the end of a long post, meaning that a disclosure placed in such a location is not likely to be conspicuous.
Truth in Advertising has an article outlining social media disclosure guidelines on its website.
More on Technology
The Latest
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
