In short, it all goes back to consumer transparency. Consumers have a right to know in an era of digital promotion what is «organic» and promoted because someone genuinely believes in something, or if they are reviewing, sharing, and promoting because they are incentivized to do so. And moreover, it is illegal not to disclose. That's right, it is not just unethical to improperly disclose. It breaks the Federal Trade Commission Act Endorsement Guidelines. Let's be perfectly clear: improper disclosure in influencer advertising and sponsored content is a crime
