Influencers are getting free products from brands—and it could be the latest way they’re violating FTC rules. “Empties” reviews feature products so good that the reviewer used all of it and is showing off the empty packaging to followers, and according to one makeup marketing exec, it has become “standard protocol” for brands to send free replacements in response. Even users with fewer than 1,000 followers can cash in if their content is worth a regram. Why should the FTC care? The brands are technically paying posters who aren’t properly labeling their posts as ads. (Select All)
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