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Solace Vapor, Hype City Vapors LLC, Humble Juice Co. LLC and Artist Liquid Labs each received a letter. They now have 15 days to review their marketing, including social media postings, and to make the necessary disclosures. "These letters remind us that companies that use social media influencers to promote their products must comply with all advertising requirements," said Andrew Smith, director of the FTC's Consumer Protection Bureau. "In addition, advertisements must reveal significant risks to health or safety – in this case, the fact that nicotine is highly addictive."
This is not the first time the FTC sends warnings to social media stars. It has already been warned that paid publications should include terms such as advertising, promotion or sponsor. Mark #sp or #partner is not enough. Even the built-in Instagram and YouTube notification tools that label sponsored content can be too subtle for the FTC. And earlier this year, the FDA was concerned that Juul and Altria vape companies could undermine efforts to prevent teenagers from using them. Although vaping and social media influencers are a relatively new phenomenon, the same old rules apply.
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