With the growing number of ‘internet celebrities’ and ‘social media influencers’, it is important to know the law surrounding disclosure of paid or sponsored content. In the Canadian Lawyer article, Keeping up with the influencers, Burtley Francis speaks to what digital marketers need to keep in mind when promoting a product.

As the number of online influencers continues to grow, Burtley notes that it can be challenging to explicitly see the relationship between an individual and a company paying for their merchandise to be promoted. “Once you go on social media, there may be people with no physical connection to the advertiser,” he says. When in doubt, Burtley states that it’s better to disclose, to save any future complications.