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FTC Moves Directly Against Social Media Influencers
In 2015, Machinima, a California-based online entertainment network, caught the eyes of federal regulators for paying so-called social media influencers to promote Microsoft's Xbox One system and several games on YouTube.
In March 2016, regulators turned their attention to the retailer Lord & Taylor, which paid influencers to post photographs of themselves on Instagram sporting a paisley dress from a new fashion line. That summer, it was Warner Bros. Home Entertainment Inc., whose marketing campaign for the video game Middle Earth: Shadow of Mordor involved paying influencers to post positive reviews on YouTube and other social media sites.
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