Why Influencers Fail to Disclose Commercial Relationships and the Brands that Enable Them

Opinion: Authenticity is artificially made, yet it’s synonymous with success

In what could possibly be the first case of its kind in history, a class-action lawsuit was filed against seven major Israeli brands that had been allegedly paying social media influencers to post on their behalf, without ensuring proper disclosure.

The suit—which includes household names like Adidas, Grey Goose and Mini Cooper—alleges that these brands engaged in intentional undisclosed promotions and misleading customer activity, with many of the campaigns targeted toward minors.

None of the influencers was targeted by the suit, even though they were the ones who effectively failed to disclose the commercial relationships.

But are you really surprised? Ads are losing impact.

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