SOCIAL MEDIA INFLUENCER ENDORSEMENT POLICY

This Social Media Influencer Endorsement Policy (the “Influencer Endorsement Policy”) sets forth Fiverr’s guidelines and expectations for Influencers when promoting our corporate brand, products and services to their followers.  

1. Key Regulations and Guidance Governing Social Media Influencer Endorsements – An Overview

• Section 5 of the Federal Trade Commission Act – Section 5 of the Federal Trade Commission (“FTC”) Act (the “FTC Act”) protects consumers from deceptive advertising by prohibiting “unfair or deceptive acts or practices in or affecting commerce.”  An unfair practice is conduct which causes or has the potential to cause misinformed purchasing decisions to consumers. Deceptive practices are practices which involve a material representation, omission or practice that are likely to mislead a consumer into making a purchasing decision that they would not have made absent the deceptive conduct.

• FTC Endorsement Guides – The FTC Endorsement Guides (the “Endorsement Guide”) embody the truth-in-advertising principle that endorsements must be honest and not misleading. The Endorsement Guide contains information about disclosure of “material connections” between advertisers and endorsers and the application of the FTC’s consumer protection principles to social media and influencer marketing.  

The Influencer is responsible for making these disclosures and being familiar with the FTC Act, Endorsement Guides and complying with laws against deceptive advertising.  

2. Material Connections and Compliance with FTC Disclosure Guidelines

In accordance with the FTC’s disclosure guidelines, each of the Influencer’s social media endorsements must clearly, obviously and unambiguously disclose their “material connection” with Fiverr’s brand. A “material connection” is one which would impact the weight or credibility that the Influencer’s audience gives the endorsement. “Material connections” include personal, family, or employment relationship or a financial relationship - such as free products and/or payment from Fiverr in exchange for the Influencer’s product/service endorsement.

Fiverr expects the Influencer to comply with the FTC Act and the FTC’s social media endorsement guidelines and disclosure obligations throughout the course of their engagement with Fiverr.

3. Guiding Principles for Effective Disclosures 

In accordance with the FTC’s endorsement guidelines, the Influencer must ensure that their disclosure is clear and easy for their audience to read and understand. In addition, the Influencer must prominently display the disclosure with the endorsement post.  

The Influencer must also be mindful of the medium and social media platform that they use for the product/service endorsement to ensure that the disclosure is effective and compliant with the FTC endorsement guidelines. For photographic endorsements, the Influencer should superimpose the disclosure over the picture to allow the viewer sufficient time to notice and read the disclosure.  For video endorsements, the Influencer should make the disclosure verbally and also superimpose the disclosure language in the video itself. For live stream endorsements, the Influencer should make the disclosure verbally and repeat the disclosure periodically throughout the live stream to ensure that viewers who see only part of the stream receive the disclosure.  

Regardless of the social media platform used for the brand promotion, the Influencer must use simple and clear language and/or hashtags that is hard for the Influencer’s audience to miss. Below are a few examples of simple and clear disclosure language and hashtags that the Company recommends for promoting our brand, which are modeled after the FTC guidance:  

• “Thank you Fiverr for the free product.” 
• “Paid partnership with Fiverr”
• “In collaboration with Fiverr.”
• “Fiverr Promoter”
• “Fiverr Ambassador”
• “Fiverr Sponsorship”
• “Advertisement”
• “Sponsored”

The FTC cautions against the use of short-form or abbreviated terms like “spon” or “collab”, which could potentially mislead the viewer or reader. When using hashtag disclosures, the Influencer must use language that clearly identifies Influencer’s relationship with the brand and should similarly avoid using vague or confusing short-form or abbreviated terms. 

4. Fiverr Product/Service Influencer Endorsement Protocol – Guidelines for Responsible Use

Fiverr and the Influencer both have an obligation under the FTC to protect consumers from deceptive advertising by prohibiting unfair or deceptive acts or practices in or affecting commerce. In addition to the necessary disclosures, the Influencer must ensure that their endorsement is truthful and based on their personal experience with the product/service they are endorsing. Fiverr expects the Influencer to honestly and transparently include their commercial relationship with Fiverr in all social media posts which promote our brand, products and/or services.  

Influencers should keep the following protocol in mind as a guide on what they can and cannot say about the Fiverr brand, products, or services they are endorsing: 

• The Influencer’s endorsement must reflect Influencers the honest opinion, finding, belief and experience with the Fiverr brand, product or service.
• The Influencer’s endorsement must not make any claims that would be false, misleading or unsubstantiated information if the Company made them directly.
• The Influencer cannot discuss experience with a product/service that they have not personally tried. 
• The Influencer is prohibited from using fake information (including, but not limited to a fake alias or fake post) when promoting a Fiverr brand, product or service.

The Influencer must promptly correct any false, inaccurate, erroneous or otherwise misleading information in an endorsement post in a manner which visibly apprises the reader that the post has been altered to correct prior misstatements.  

Furthermore, the Influencer is prohibited from posting or forwarding written statements, audio, video, pictures or other materials that could be considered offensive, malicious, obscene, harassing or threatening to any readers or viewers, including, but not limited to, Company employees, customers, clients, subscribers or followers.  

The Influencer should direct any questions regarding Fiverr’s endorsement protocol to Fiverr’s Influencer Marketing Manager.  

5. Monitoring Compliance with Influencer Endorsement Policy 

In accordance with FTC requirements, Fiverr will monitor the Influencer’s endorsement efforts to ensure that the Influencer makes appropriate disclosures of any material connection(s) with our brand and reflect their honest opinion, finding, belief and experience with the endorsed product/service.  Fiverr will also review the Influencer’s social media endorsements to ensure that they that the incorporates any required promotional language, hashtags or mentions related to the endorsed product/service, if any, set forth in the Influencer Agreement.  

6. Repercussions for Identified Influencer Endorsement Violations 

Should Fiverr identify any social media posts which violate the Influencer Endorsement Policy, Fiverr will take appropriate action against the Influencer based on the nature and extent of the identified violation.  Repercussions for violation of the Influencer Endorsement Policy may include, but are not limited to a request for immediate removal of the post from all social media platforms; a post or statement to the Influencer’s followers which corrects the identified violation; suspension of all promotional endorsements; training and/or re-training on compliance with Fiverr’s Influencer Endorsement Policy and the FTC guidelines; and/or termination of the Influencer’s contract with Fiverr.