A dozen influential social media figures, identified as sugar advocates, alongside two major trade associations, are facing stern FTC warnings for allegedly violating advertising rules related to deceptive endorsements and the safety claims of aspartame.
The Federal Trade Commission (FTC) asserts that these individuals and groups engaged in practices that could mislead consumers, jeopardizing trust and transparency standards.
Sugar Advocates Receives FTC Warnings
The Federal Trade Commission, tasked with safeguarding consumers from deceptive practices, issued warnings to both the American Beverage Association and the Canadian Sugar Institute.
The FTC alleges that these trade associations, often considered sugar advocates, may have breached its rules by engaging health and diet influencers.
These influencers failed to adequately disclose their connections to advertisers when endorsing products containing aspartame or promoting the safety of this artificial sweetener, raising concerns about deceptive endorsements.
The FTC's concerns revolve around the lack of clear disclosure in promotional content created by these influencers on popular platforms like TikTok and Instagram.
Disclosures such as "#sponsored" or "#ad" were often buried deep in post descriptions, making them easily overlooked by users.
The warnings emphasize the necessity for disclosures to be both audible in video content and visible in text descriptions.
This ensures that consumers can easily identify the promotional nature of the content and understand the potential bias of these sugar advocates, especially when making aspartame safety claims.
Potential Penalties Loom for Influencers and Their Deceptive Endorsements
The influencers named in the warning letters include well-known figures such as Valerie Agyeman, Leslie Bonci, and Keri Gans, all recognized as sugar advocates. They have built substantial followings by providing health advice.
The Canadian Sugar Institute and the American Beverage Association, identified as sugar advocates due to their support for sugar-related products, also face potential civil penalties of up to $50,120 per violation.
Each recipient has been given a 15-day window to respond to the FTC, outlining the actions they will take to address the agency's concerns about deceptive endorsements and ensure aspartame safety claims align with regulatory standards.
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Responses and Ongoing Commitment
While some influencers named in the warnings have not yet responded to requests for comment, Cara Harbstreet, a dietitian with about 38,500 TikTok followers, expressed her commitment to compliance with updated guidelines.
She stated, "Conflicts of interest are not something I take lightly, and I have stringent standards in place to determine which partners I work with."
The American Beverage Association appreciates the FTC's guidance and reaffirms its "ongoing commitment" to disclose relationships with dietitians.
The association emphasized the transparency of its partnership with credible experts who spoke to the science behind the safety of aspartame.
They asserted that no question has been raised about the substance of the posts, despite the FTC's concerns about deceptive endorsements.
As the FTC intensifies its focus on deceptive endorsements, influencers and trade associations must navigate a landscape where transparency is paramount.
The warnings issued to sugar advocates emphasize the importance of clear and audible disclosures in promotional content, particularly when making claims about aspartame safety.
The influencers and associations involved now face the possibility of substantial civil penalties if they fail to address the FTC's concerns promptly.
In the evolving world of influencer marketing, adherence to disclosure guidelines becomes crucial for maintaining consumer trust and regulatory compliance.
