Hospitality Magazine recently ran an article about Matt Moran, a celebrity chef from Australia who is under fire for not disclosing a deal he made to tweet for compensation.
The South Australian Tourism Commission was searching for a high-profile celebrity (or celebrities) to tweet about Kangaroo Island in return for $750 plus GST per tweet. The organization specifically mentioned “that the tweets shouldn’t appear to endorse but rather seem like an organic mention…”
See the complete article here.
We can’t speak to the Australian regulations but within the United States – and therefore, any tweet sent via IZEA’s Sponsored Tweets – the FTC requires disclosure. “When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed.” Read the complete Sponsored Tweets disclosure guidelines here.
One tweeters frustration with Matt Moran’s lack of disclosure sums up why it’s so important:
@trentlidstone said, “Interesting time re: pay pertweet, my advise, be honest otherwise if found out ie. Matt Moran your credibly is shot #kangarooisland