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The FTC (Federal Trade Commission, Federal Trade Commission of the United States), is again in search of ending what they call “false or manipulated reviews”, accusing that some entertainment companies pay influencers so that they speak well of their products and give them high marks in their reviews, research that includes the video game industry.
You can read: Plinko Bet, the game of chance in which several gamer influencers suspiciously earn a lot of money
The commission had already touched on the subject for some time, but now they indicate that they have noticed a lack of transparency in clarity and objectivity in the reviews, much higher than before.
They even comment that, on the other and unusual side, some of these influencers give low marks to some products, just because they have not been paid to review them.
“Influencers constantly interact with their followers and their market. There is usually a relationship of trust between them. But there is no responsibility for what they say, even if it leads to error or confusion. The new action guides show that we are going to investigate breaches of trust, whether they are brands manipulating reviews, influencers that do not reflect the commercial relationships they have with their sponsors or actions that try to deceive certain groups of consumers ” , says the FTC.
It should be remembered that during 2015, companies such as Machinima Inc or Warner Brothers were sued for this. In addition, the FTC reformed the transparency measures in 2019, but apparently they realized that it was not enough.
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