Welcome back for another week of What’s Next, where we report on the intersection of law and technology. This week we check in with Loeb & Loeb’s David Mallen, who reports on how social media influencers are changing the rules of advertising law. Plus, Google gets sued for its foray into the medical records space. And Yahoo finally draws closer to a settlement of its data breach suits.
![](https://images.law.com/contrib/content/uploads/sites/292/2019/07/unnamed-6.jpg)
Reining in the Advertising Power of the Internet Famous
In 2019, social media influencer marketing is a fully saturated, sophisticated industry. Of course, there have been influencer cats (RIP Grumpy Cat). There are teenage influencer millionaires, such as JoJo Siwa, a 16-year-old Internet celebrity who has amassed a networth of $12 million with the help of product launches at JCPenney and Target. There are even computer-generated virtual influencers, like the one model Bella Hadid “kissed” in a Calvin Klein commercial in May. However, regulations have not quite caught up with an online ecosystem where cats and models made of pixels are hawking products and services. As the co-chair of advertising disputes and retail and consumer brands for Loeb & Loeb in New York, David Mallen has watched influencer marketing heat up and explode. “What I’ve been doing is working with companies and, sometimes influencers themselves, to get advertising right, and do it in a way that’s compliant with the law,” Mallen said. Yet, marketers, influencers and lawyers still have quite a few lingering questions about the line between content and advertising and how consumers internalize the onslaught of ads.
This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.
To view this content, please continue to their sites.
Not a Lexis Subscriber?
Subscribe Now
Not a Bloomberg Law Subscriber?
Subscribe Now
LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.
For questions call 1-877-256-2472 or contact us at [email protected]