LOS ANGELES — When pop star Laufey just last week departed Wasserman Management amid Epstein files fallout, industry insiders whispered about something far darker than a PR nightmare: the Endorsement Labyrinth.
Now no celebrity can sign a single brand deal without navigating a bureaucratic gauntlet so complex, even a Kardashian would need three different lawyers to help them file Form 999-TZ (Tributary for Fame and Tax Evasion Prevention) with the National Brand Approval Bureau.
SANTA MONICA — In a move that will have content creators weeping into their overpriced coffee machines, the FTC just announced a new disclosure requirement that makes “sponsored” the most bureaucratic word in the English language.
Starting July 1st, any post containing the word “sponsored” must be accompanied by a notarized statement confirming the creator has no “undisclosed emotional investment” in the product, a 72-hour period where the creator must demonstrate their genuine enthusiasm in front of a live audience, and a signed affidavit stating they haven’t received any “non-disclosed benefits” from the brand within the last 11 months.
MILAN — When Khaby Lame signed the $975 million deal with the company that owns his AI avatar last month, the world watched him smile, shrug, and make that signature silent gesture at a camera that didn’t even need to be turned on. But nobody asked the question that’s been burning in the content creator trenches since 2014: at what point does an influencer stop being a person and start being software?