In a significant move towards enhancing transparency in influencer marketing, Brittany Mahomes, a celebrated lifestyle influencer represented by 1Up Sports Marketing, has voluntarily adjusted her social media endorsements for Skims Body, Inc. This development follows an inquiry by the BBB National Programs’ National Advertising Division (NAD) regarding the clarity of material connection disclosures in her posts.
Background of the Inquiry
The NAD’s inquiry was prompted by concerns over the relationship between Skims and Brittany Mahomes, who commands a substantial following of approximately 2 million on Instagram. The concern revolved around whether Mahomes’ posts sufficiently disclosed her material connection to the brand, as mandated by the Federal Trade Commission’s (FTC) Endorsement Guides.
1Up Sports Marketing, which represents Mahomes, was questioned about the measures it takes to ensure that influencers like Mahomes provide clear and conspicuous disclosures. The agency confirmed that Mahomes had a paid relationship with Skims for two posts made in November 2023. They also emphasized their commitment to aligning brand social media posting instructions with FTC guidelines, ensuring influencers adhere to specific contractual obligations.
Details of the Endorsements
The posts in question did not mention Skims in the accompanying descriptions. However, the Skims brand was tagged in the shared images, categorizing these posts under endorsements requiring clear disclosures. Recognizing the oversight, Mahomes proactively modified her posts to include the necessary material connection disclosures. These changes, though voluntary, were treated as if recommended by the NAD, with both 1Up Sports Marketing and Mahomes agreeing to comply.
Statements from 1Up Sports Marketing
In their official statement, 1Up Sports Marketing expressed their willingness to collaborate with the NAD, emphasizing the importance of maintaining high standards of truth and accuracy in advertising. “We welcome the opportunity to work with NAD in upholding these standards,” the statement read, reflecting the agency’s commitment to ethical influencer marketing practices.
The Role of BBB National Programs
BBB National Programs, a non-profit organization, plays a crucial role in U.S. industry self-regulation, operating over 20 globally recognized programs aimed at enhancing consumer trust. Their programs provide third-party accountability and dispute resolution services, addressing both existing and emerging industry issues, thus fostering fair competition and a better consumer experience.
The Function of the National Advertising Division
The National Advertising Division, part of BBB National Programs, plays a pivotal role in guiding the truthfulness of advertising across the United States. By reviewing national advertising in all media, the NAD sets consistent standards for advertising truth and accuracy, offering meaningful protection to consumers and promoting fair competition for businesses.
Implications for the Influencer Marketing Industry
This case highlights the growing scrutiny influencers and their representing agencies face in today’s digital marketing landscape. With the rise of social media as a powerful marketing tool, clear and conspicuous disclosures have become a critical component of ethical advertising practices. The proactive steps taken by Brittany Mahomes and 1Up Sports Marketing underscore the importance of compliance with FTC guidelines, setting a precedent for transparency in influencer endorsements.
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Note: This article is inspired by content from https://www.globenewswire.com/news-release/2025/04/28/3069352/0/en/Following-National-Advertising-Division-Inquiry-of-1Up-Sports-Marketing-Influencer-Voluntarily-Modifies-Endorsement-Social-Media-Post-Disclosures.html. It has been rephrased for originality. Images are credited to the original source.