AGs Reach Settlement with Cameo over Paid Endorsement Video Disclosures

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  • A bipartisan coalition of 30 AGs, led by New York AG Letitia James, reached a settlement with Baron App, Inc., doing business as Cameo, to resolve allegations that Cameo failed to disclose when videos were paid endorsements, violating FTC Endorsement Guidelines and state consumer protection laws.
  • The settlement allegations relate to Cameo’s Business Cameo Service, which allows businesses to hire celebrities through the Cameo platform to record videos endorsing their goods or services.  The AGs alleged that Cameo failed to implement procedures ensuring proper disclosure of these videos as paid endorsements.
  • Under the terms of the settlement, Cameo is required to establish policies and programs to ensure proper disclosure of all paid endorsements. This includes maintaining a watermark system to identify videos recorded through Cameo and requiring brands and celebrities to acknowledge their obligation to comply with endorsement rules and regulations. Cameo must also create a reporting system to identify potential violations and actively monitor for noncompliance. Additionally, Cameo must pay $100,000 in penalties, with $25,000 allocated to New York.
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