Fast Company today tackled a significant issue that has been weighing on my mind. How will the FTC be able to monitor and react to product placement ephemeral marketing?
The protagonist (or, perhaps, antagonist) of this story, producer DJ Khaled, is a Snapchat phenomenon. Ever since he documented a perilous lost-at-sea-in-a-jetski Snapchat story, his legend on the platform has only grown. And, with influence, comes brands and product placement opportunities. He has recently mentioned Apple Ciroc alcohol (frequently), Dove soap, Listerine, Palmer’s Cocoa Butter, and Bumble, according to Fast Company. But no one knows for sure which companies – if any – pay him for brand mentions.
He told Adweek that Ciroc is a professional relationship, but the others are just things he loves. Of course, there is a gray area for people who use their platform to mention brands in the hopes that they turn into professional relationships. Try to legislate that one, FTC.
DJ Khaled is very open to mentioning brands, but rarely – if ever, discloses his relationships with them. And given his stream-of-conscious approach and positive mentality, it is entirely possible that he’s just a fan of various soap manufacturers and mouthwash. But, more likely, a cynic will assume these are unlabeled product placements.
These are difficult enough to identify, but even more so when you consider any of his Snapchat stories disappear after 24 hours.
