Guidelines from the Federal Trade Commission that became effective in 2009 affect advertisers, merchants, bloggers and social media marketers. The FTC wants advertisers to disclose when they have compensated bloggers for endorsing or recommending their products. There are no mandated fines for violations.
In 2013, the FTC investigated whether Nordstrom had violated rules when it gave away gifts to influencers, including a $50 gift card, for attending a grand opening promotion at one of its stores. The agency closed the investigation after learning that several ‘influencers’ did disclose their gifts, and also cited the limited nature of the event.