IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
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.
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
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
Weekly QuizMar 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
MajorsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20MDubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSAThe American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-ResidenceRebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.
ColumnistsMar 18, 2025
Peter Smith: The Importance of Culture in HiringSmith explores why a qualified candidate might still not be right for the job.
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy WinnerThe company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch CategoryThe “Series8” and “Attesa” collections will be grouped under Citizen Premier.
