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Unilever Demands Influencer Marketing Business Clean Up Its Act

Using personalities popular on social media for promotion may be a hot marketing technique, but it also has a downside, warns one of the world’s biggest advertisers. , the maker of Dove shampoo and Hellman’s mayonnaise, is expected to call for greater transparency in the often murky world of influencer marketing during the Cannes ad festival that is taking place this week on the French Riviera. Influencer marketing, the practice that involves paying people with large social-media followings to promote a product or service, has been growing in importance over the past few years as brands flocked to the practice to help them harness the popularity of social-media platforms.