YouTubers have to declare ads. Why doesn't anyone else?

Tom Scott
Tom Scott
Udgivet den 15.02.2021

Around the world, there are regulations for "influencers". Those regulations make sure that if someone is paid to endorse a product, they have to declare that payment to the people watching. But why does no-one on TV, or film, or anywhere else have to do that?

👥👥 CREDITS 👥👥

Written and performed by TOM SCOTT https://www.tomscott.com/
Script assistant ANDREA MARKS
Animation BILLY CRINION https://twitter.com/BillyCrinion and WILLIAM MARLER https://wmad.co.uk
Dubbing mixer GRAHAM HAERTHER

"Does the Spearmint Lose Its Flavor on the Bedpost Overnight" by Rose/Broom/Breuer (1924), arranged for orchestra by BENJAMIN SQUIRES https://www.benjaminsquires.co.uk/

Thanks to EVAN EDINGER, JESSICA ENDOYAN, CHRISTINA HERNANDEZ, the TINY SPECK team, and SAM VALIANT

Filmed safely: https://www.tomscott.com/safe/

© Pad 26 Limited MMXXI

📄📄 SOURCES 📄📄

💵 PAYMENT AND CONTROL
Lonnie Donegan changing Spearmint: mentioned in a lot of places, but I can't find a contemporary account.
Ray Davies flying: https://twitter.com/thekinks/status/1265203792754212864 and https://www.cbc.ca/radio/undertheinfluence/why-ray-davies-flew-26-000-km-to-save-lola-1.5009086
BBC trademark policy: https://www.bbc.co.uk/programmes/articles/5R152hTbVPQdYjn29q5jt4/16-songs-banned-by-the-bbc
Pitbull and Kodak: https://twitter.com/pitbull/status/16567622829080576
Pitbull and Voli: https://voli305vodka.com/ "Owned and operated by Armando Christian Perez, aka Pitbull"
Gucci on Lil Pump: no quotes, but given the lyrics and video, it's safe to say they didn't have control
YMCA reaction: https://news.google.com/newspapers?nid=1346&dat=19790329&id=M3VRAAAAIBAJ&sjid=uPoDAAAAIBAJ&pg=7192,10172867

✔️ YOU HAVE TO DECLARE IT
US Code Title 15: https://www.law.cornell.edu/uscode/text/15
Nikkie de Jager, One Dip Makeup Challenge: https://www.youtube.com/watch?v=CA18hTShwpk
Disclosures 101 for Social Media Influencers [PDF]: https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf
An Influencer’s Guide to making clear that ads are ads [PDF]: https://www.asa.org.uk/uploads/assets/uploaded/3af39c72-76e1-4a59-b2b47e81a034cd1d.pdf
The FTC’s Endorsement Guides: What People Are Asking: https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking
YouTube declaration: https://support.google.com/youtube/answer/154235

❌ NO-ONE ELSE HAS TO DECLARE IT
McFlurry: https://adage.com/article/adages/30-rock-mcflurry-scene-paid-placement/134689
Snapple: https://www.reuters.com/article/us-30rock-idUSN2833828120071128
"Branded content pods": https://adage.com/article/media/snl-air-fewer-commercials-season/303697
Farrow and Ball: https://www.bournemouthecho.co.uk/news/18014632.saturday-night-live-sketch-features-farrow-ball/
Branson cameo: https://www.cinemablend.com/pop/Branson-s-Bond-Cameo-Was-Bought-1558.html
Superman's $40,000: https://www.latimes.com/archives/la-xpm-1989-03-08-ca-322-story.html
Bond placement: https://www.bbc.com/culture/article/20151001-does-bonds-product-placement-go-too-far
Lorraine Kelly's tax bill: https://www.theguardian.com/business/2019/mar/20/lorraine-kelly-theatrical-artist-tax-tribunal-judge-rules

🎢 WE'RE GOING TO DISNEY WORLD
"Moms' conference": https://www.5minutesformom.com/disneysmmoms/
SNT viewing figures: https://www.eveningexpress.co.uk/lifestyle/entertainment/saturday-night-takeaway-smashes-ratings-record-after-airing-without-audience/
"19 years in a row": https://www.chroniclelive.co.uk/news/tv/ant--dec-win-best-17648154
"Can't find any other example" of the castle being covered: https://www.disboards.com/threads/ant-and-dec-tv-show-live-from-magic-kingdom-in-april.3581535/
Ofcom on product placement in UK TV: https://www.ofcom.org.uk/tv-radio-and-on-demand/advice-for-consumers/television/product-placement-on-tv
"One article on a tabloid web site": https://www.thesun.co.uk/tvandshowbiz/10841854/ant-and-dec-trademark-name/

🇺🇸 THE LAND OF THE FREE 🇺🇸
FCC, "The FCC and Freedom of Speech": https://www.fcc.gov/consumers/guides/fcc-and-freedom-speech
US Bill of Rights: https://www.archives.gov/founding-docs/bill-of-rights
First Amendment exceptions: fact-checked by legal experts, but best summarised on Wikipedia: https://en.wikipedia.org/wiki/First_Amendment_to_the_United_States_Constitution
Commercial speech: https://www.mtsu.edu/first-amendment/article/900/commercial-speech
Communications Act 2003: https://www.legislation.gov.uk/ukpga/2003/21/contents
Animal Defenders International v United Kingdom: https://hudoc.echr.coe.int/fre?i=001-119244
CMA, "Social media endorsements: being transparent with your followers": https://www.gov.uk/government/publications/social-media-endorsements-guide-for-influencers/
German product placement: https://www.grin.com/document/417399

📕 CHAPTERS 📕

00:00 Intro
00:58 1. Payment and Control
05:47 2. You Have To Declare It
09:17 3. No-One Else Has To Declare It
18:03 4. We're Going To Disney World
24:47 5. The Land Of The Free
31:15 Outro

Runtime 00:31:48

tom scott, tomscott, advertising, product placement, influencer regulations, influencer law, communications act 2003, fcc, ftc, federal trade commission, federal communications commision, ofcom, competition and markets authority, advertising standard authority,

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