Londoner's Diary: Victoria Beckham's new follower: the US Trade Commission

Getty Images
5 May 2017

Victoria Beckham has received a letter from the US Federal Trade Commission about her Instagram account. So too have Heidi Klum and Lindsay Lohan. Why is a US agency trawling through these celebrity accounts?

Because last month the FTC said it was watching out for products being promoted on social media by celebrities and reminding all concerned that marketing messages must be clearly identified. The American publication, the National Law Journal, submitted an FOI asking who was under scrutiny and those were just a handful of the nearly 100 celebrities, influencers and companies.

Victoria, pictured above, received a letter with a print out of her Instagram post of Lancer Contour Décolleté (décolletage de-wrinkler) and a note reminding her that: “The FTC’s Endorsement Guide states that if there is a ‘material connection’ between an endorser and the marketer of the product... the connection should be clearly and conspicuously disclosed.”

There is no accusation of any untoward activity from Ms Beckham or others on the list. This is just a reminder of the rules.

For all of today's Diary click here.

Follow The Londoner on Twitter and Facebook here.

Create a FREE account to continue reading

eros

Registration is a free and easy way to support our journalism.

Join our community where you can: comment on stories; sign up to newsletters; enter competitions and access content on our app.

Your email address

Must be at least 6 characters, include an upper and lower case character and a number

You must be at least 18 years old to create an account

* Required fields

Already have an account? SIGN IN

By clicking Create Account you confirm that your data has been entered correctly and you have read and agree to our Terms of use , Cookie policy and Privacy policy .

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in