Stamatos,S. G. (2025).

BCL Rev.,66,253.

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This legal note examines the regulatory challenges of influencer marketing in the U.S., with particular focus on the Federal Trade Commission (FTC). It situates the rise of influencer marketing within consumerism and social media, highlighting formats like “Get Ready With Me” (GRWM) videos that blur personal storytelling with paid promotion. While effective for brands, these practices raise concerns about deceptive endorsements and insufficient disclosure.

The FTC updated its Endorsement Guides in 2023, but the article critiques the framework as reactive and fragmented, relying heavily on voluntary compliance. Social media platforms have developed branded content tools (e.g., Instagram’s “Paid Partnership” tag, TikTok’s disclosure rules), but enforcement is inconsistent. The paper argues that loopholes allow brands and influencers to evade oversight, undermining consumer trust and fair competition.

To address these shortcomings, the author proposes a proactive multi-tiered approach: real-time compliance tracking technologies, federal-state regulatory partnerships, voluntary influencer certification, consumer education, and increased brand accountability. Emphasis is placed on protecting younger audiences, who are particularly vulnerable to parasocial influence and hidden advertising.

The article contributes to regulatory scholarship by highlighting how traditional consumer protection frameworks struggle with the fluid, global, and hybrid nature of influencer marketing. It underscores the urgency for more robust, forward-looking enforcement mechanisms to safeguard consumers and maintain industry integrity.