How to make sure promoted posts follow the rules

By Jessica Elliott Cardon

For corporate counsel, sponsored marketing posts are becoming an increasingly complicated issue. We look at how to comply effectively with UK and US practice codes to avoid any legal or PR headaches down the road

In an age where we encounter multimedia advertising on digital platforms which extend from our computers to our hand-held devices, counsel must often weigh in on their clients’ engagement of social media influencers to promote branded products and services on social media channels and blogs. Considering the global reach of products and services, it is not out of the question for a well-known influencer or a celebrity to attract followers from multiple jurisdictions, including both the United States and the United Kingdom. When advising clients on their compliance with advertising law and regulations, it is thus imperative to take into account the likely audience engaging with the advertising and the applicable legal frameworks.

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Issue 71