Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing

Business Law Review, Volume 39 (2018) Issue 1,17-19

3 Pages Posted: 3 Jan 2019

See all articles by Gonenc Gurkaynak

Gonenc Gurkaynak

ELIG Gürkaynak Attorneys-at-Law

Olgu Kama

Norton Rose Fulbright LLP

Burcu Ergün

ELIG, Attorneys-at-Law

Date Written: 2018

Abstract

Nowadays one of the more commonly used types of advertisement is through the use of influencers by brands on social media. There is no doubt about social media’s – and therefore the influencers’ – potential to reach a wide range of global consumers. Accordingly, such reach makes this global, newly-emerging group of tastemakers very valuable to brands.

However, there is a catch: when content about a product is generated by influencers e.g. on their Instagram account, how do the consumers know whether the influencer genuinely used and liked that product, or whether there is a commercial relationship between the brand and the influencer, and such relationship is the real reason the influencer is posting about that product?

Keywords: advertisement, covert advertising, influencer marketing

JEL Classification: K10, K19

Suggested Citation

Gurkaynak, Gonenc and Kama, Olgu and Ergün, Burcu, Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing (2018). Business Law Review, Volume 39 (2018) Issue 1,17-19, Available at SSRN: https://ssrn.com/abstract=3303159

Gonenc Gurkaynak (Contact Author)

ELIG Gürkaynak Attorneys-at-Law ( email )

Çitlenbik Sokak No:12
Yıldız Mahallesi
Istanbul, Beşiktaş 34349
Turkey

Olgu Kama

Norton Rose Fulbright LLP ( email )

United States

Burcu Ergün

ELIG, Attorneys-at-Law ( email )

Çitlenbik Sokak No:12
Yıldız Mahallesi
Istanbul, Beşiktaş 34349
Turkey

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