Turning Trust to Transactions: Tracking Affiliate Marketing and FTC Compliance in YouTube's Influencer Economy
A new research paper analyzes the prevalence of affiliate marketing on YouTube and the rates of non-compliance with FTC disclosure guidelines. Using a decade-long dataset of 2 million videos, the study found that while affiliate links are common, most videos fail to meet FTC standards for disclosure. The research suggests that platform-integrated disclosure features can improve compliance and recommends collaboration between regulators, affiliate partners, and platforms to foster transparency and trust. AI
IMPACT Highlights the need for AI-driven tools to monitor and enforce compliance in online economies.