Five things worth knowing.
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A survey of 365 creators for Business Insider found 18% had been asked by a brand not to disclose a paid partnership in the past year, and 14% said they do not always disclose, against 2% a decade ago. Only 57% were given clear disclosure instructions by the brand or agency. YouTube says it is introducing automated detection to label undisclosed brand deals.
Proposed class actions against Revolve, Gymshark, Celsius Holdings and Shein allege creators promoted products without adequately disclosing the paid relationship, with damages sought collectively in the hundreds of millions. A brand may carry the regulatory exposure if it picked the creator, supplied the product, paid or approved the content, even where it never posted.
The FTC has issued no clipping-specific guidance and brought no dedicated enforcement action, but Venable's lawyers argue the existing Endorsement Guides already cover it: paid clippers should disclose, and the advertiser stays responsible. They also warn that publicly available footage is not free to reuse, and one clip may carry music, trademark and likeness rights the creator cannot clear.
Instagram will limit the reach of profiles featuring AI-generated people where the account does not disclose it, and is replacing its "AI creator" label with "AI-generated profile". Using AI to edit photographs, improve captions or make graphics does not require the label. Worth checking against any synthetic creator on your roster.
A Twitch streamer has filed a class action against Amazon and Twitch in the Northern District of California, alleging that millions of videos were used to train generative AI models without licences or payment. Twitch made the training setting opt-out in mid-August; the complaint says material going back to 2024 was analysed before that option existed.
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