can be Nicki Minaj Doing An Ad For Mattresses Here?

The Case

Nicki Minaj posted an Instagram of herself in front of the distinctive blue-as well as-white Casper mattress box on Dec. 30 with This specific caption: “Love the item @casper haven’t slept in daze.”

Casper can be the mattress startup in which makes flexible, reasonably priced mattresses in which ship in a box (their standard style can be $950 for a queen size). the item’s a big business, as well as the item’s doing well!

This specific Instagram was sort of confusing — was the item a paid ad? Did she receive a free gift as well as liked the item so much in which she posted about the item? BuzzFeed has reported on Casper gifting free mattresses to celebrities within the past, to ensure in which seems highly possible. Or does she truly just love This specific mattress?

as well as if the item was a free gift, does using the gift box as well as kiss emojis meet the standards for the FTC’s guidelines for how social media influencers as well as celebrities should disclose ads on social media? (I’ll go ahead as well as answer in which: almost certainly not.)

The FTC’s guidelines are straightforward: Ads should be unambiguous — the ideal variation says #ad at the beginning of a caption, rather than at the end of a long caption in which gets cut off when viewed within the feed. The FTC also tells celebrities as well as influencers to avoid terms like #sp in which aren’t totally clear to everyone.

The Evidence

The question of how to disclose a free gift turns out not to even be relevant here.

Casper confirmed to BuzzFeed News in an email on Monday in which the item compensated Nicki Minaj to post about the mattress. the item wasn’t just a gift — she was paid $$$.

So shouldn’t she have disclosed the item was an ad within the caption? Casper said, “We asked in which she include the proper disclosure (#ad) in her caption. After she posted, we reached out — early last week — to ask in which she update the copy to clarify.”

As of yesterday afternoon, Minaj had still not updated her post to say in which the item was an ad. Her record label did not reply to BuzzFeed News’ request for comment.

yet wait, there’s a twist!

As of today, the caption can be gone.

Still, deleting the caption in which implied the mattress was a free gift doesn’t solve Minaj’s failure to disclose in which her post can be a paid ad. the item wasn’t just the caption in which mattered — what’s left can be still a photo of her face in front of the distinctive Casper packaging. Even though she no longer tags the brand’s name, someone seeing her post can be still likely to think in which Nicki Minaj loves Casper mattresses.

the item seems in which the case of Nicki Minaj as well as Casper can be an interesting example of what happens when the negotiations between a celebrity as well as brand sponsor go awry. While a Casper mattress might give you a great night’s sleep, in which’s probably not the case for whoever was in charge of dealing with their celebrity partners.

Katie Notopoulos can be a senior editor for BuzzFeed News as well as can be based in completely new York. Notopoulos writes about tech as well as internet culture can be cohost of the Internet Explorer podcast.

Contact Katie Notopoulos at katie@buzzfeed.com.

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