Five things worth knowing this week.
Every item here links to its source. If we have got something wrong, tell us and we will correct it.
Lupea v. Gymshark USA was filed in New York on 16 June, alleging paid fitness creators posted authentic-seeming endorsements without disclosing the relationship. Whatever the outcome, it is a good week to check what your creators are putting in their captions.
The Digital Fairness Act, which the EU Consumer Protection Commissioner calls the most significant consumer legislation in 15 to 20 years, will target the influencer marketing of weight-loss jabs and cosmetic surgery first. Worth reading now rather than when it lands.
System1, WPP Media and TikTok studied 1,217 paid ads, 620 of them creator-led, across 23.6 billion impressions in eight markets. Their finding is that the metric that matters is brand memory, not engagement rate. It is free, and it is better evidence than most of us have.
Their creator pipeline runs in three tiers (seeding, then ambassador, then athlete) and they scout creators rather than take applications. If you are building a programme from scratch, it is a structure you can steal.
Up from 10,000, across 190 countries. Speaking at Cannes, their team said they have automated everything except the relationship itself.
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