American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Who regulates influencer marketing in the United States?

1. CMA

2. FTC

3. FDA

4. CCB

The correct answer is: FTC

The regulation of influencer marketing in the United States falls under the jurisdiction of the Federal Trade Commission (FTC). The FTC is responsible for protecting consumers by ensuring truthful advertising and marketing practices. In the context of influencer marketing, the FTC has established guidelines that require influencers to disclose any material connections they have with brands—such as paid promotions or free products received for endorsements—so that consumers can make informed decisions. The FTC's guidelines are designed to promote transparency and prevent misleading advertising practices in influencer marketing. Influencers must clearly disclose sponsorships and partnerships to their audience, ensuring that the content is not perceived as organic or independent when financial compensation is involved. The other mentioned organizations serve different regulatory roles. For example, the Committee of Advertising Practice (CMA) typically operates more at the level of self-regulation in advertising, while the Food and Drug Administration (FDA) oversees products related to food and pharmaceuticals but does not specifically regulate marketing practices in the broader context of influencer marketing. The CCB, or similar organizations, may not have a direct role in the regulation of marketing practices. Therefore, the FTC is the primary authority that ensures that influencer marketing adheres to legal standards for consumer protection.