REVOLVE-ing Around the FTC

So, you may or may not know this about us, but we are HUGE fans of the New York based fashion blogger, Something Navy. (Chances are that if you follow us on social media, you know this already).

The other day we found out that she was nominated for the Revolve Influencer Awards (who new this even existed?). After (obviously) voting for her, we decided to do some more research on this awards event and Revolve in general.

After coming cross this post, we have to admit, we aren’t so sure we want to be engaging with this awards event any further. It turns out that the company has repeatedly gone against the FTC’s regulations and requirements of disclosing paid advertisements. And they’ve done so slyly – assuming that “gifting” products for special events and/or having the influencer pay for some portion of the product indirectly would still constitute that the product was not delivered through some sort of affiliate marketing arrangement.

According to the Fashion Law, “For the uninitiated, the Federal Trade Commission (“FTC”) has long required advertisers and promoting parties, alike, to disclose material connections so that consumers can make purchasing decisions accordingly – and such guidelines extend to the web and social media, alike. This means that if a brand or retailer compensates an influencer to post about it or its products online, or to tag its products on Instagram, for example, that must be clearly indicated. #Ad and #Sponsored are common examples of such disclosure language […] This is where Revolve and almost all of its favorite influencers appear to run very far afoul of federal law. The vast majority of Revolve-related influencer posts do not bear disclosures.”

This begs us to ask the question, is Revolve worthy of hosting an awards night? We’re not so sure.

#NotAnAd #NotFTCSponsored #JustConceredFashionLawStudents

2 thoughts on “REVOLVE-ing Around the FTC

  1. kelsey farish says:

    What are your thoughts on “hiding” the #ad hashtag deep in the instagram caption, for example? Most people don’t take the time to click on the […] to expand the content – I wonder, is a post “clearly indicating” that it is an advert, if the viewer / target has to expand the caption?


    1. unprecedentedlychic says:

      Hey Kelsey! Thanks for the comment.

      We STRONGLY believe that hiding the #ad is just as bad as not disclosing at all. The whole point of disclosing an advertisement is so that consumers know you have been paid to post. If the intention is to trick consumers into thinking the post was not paid for, regardless of whether #ad is “legally” placed within the post, the lack of visibility makes it extremely unethical (and maybe even illegal given various contexts! We’ll look into this more for you and let you know!)

      Liked by 1 person

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