As greater numbers of companies partner with influencers to create and share branded content, in-house legal teams find themselves in increasingly uncharted territory. Online influencers’ unique legal requirements and the challenges of regulating this area puts legal teams into the proverbial hot seat. As part of dealing with these issues, corporations are required, now more than ever, to navigate murky water while also safeguarding their brands and reputations amidst fast-evolving social media marketing norms.
It’s clear that in-house legal teams play a critical role in ensuring regulatory compliance for the companies they serve, as noted by Sarah La Voi, a partner at Baker & Hostetler. “Coming from an in-house perspective, the last thing you want is a letter on your desk from the government that is entitled ‘Notice of Proposed Penalty Offense’,” she said.
Preparing for and mitigating such challenges further underscores the necessity of having appropriately skilled legal representation in-house. In an era where influencers continue to wield increasing power in the public sphere, the tools and tactics deployed by in-house lawyers will inescapably shape the future of businesses and influencer marketing.