The global influencer market is likely to grew nearly tenfold by 2029. Credit: gonzagon/Adobe Stock Rise of the Influencers Puts In-House Legal in the Hot Seat
"Coming from an in-house perspective, the last thing you want is a letter on your desk from the government that is entitled 'Notice of Proposed Penalty Offense,'" said Sarah La Voi, a partner at Baker & Hostetler.
March 25, 2024 at 07:36 AM
6 minute read
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The original version of this story was published on Corporate Counsel
What You Need to Know
- The consumer-protection principles applying to influencers are largely the same as those that have long applied to other forms of marketing.
- The global influencer platform is likely to hit $69.9 billion in 2029 from $7.4 billion in 2021.
- The details of influencer contracts are crucial, such as whether to include a morals clause and whether content can be repurposed.
In the golden age of television, when Mr. Whipple touted Charmin and the Maytag Man spun washers and dryers, it was obvious such characters were fictional product advocates.
But in today's world of social media "influencers," confusion abounds as to whether these modern masters of messaging actually use or believe in the products they're endorsing.
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