The FTC sent separate letters to Puma North America, Inc. in Massachusetts and pop star Rihanna that gifting her friends, such as Zendaya Coleman, with Puma x Fenty footwear and clothing in return for shout outs on social media is a no-no. Zendaya also received a warning letter addressed to her personally after she posted an Instagram picture of pink Puma slides with the caption, “I don’t even wanna wear them they so beautiful [Emojis] @badgalriri @Puma.”
The FTC warned Puma (and Rihanna) that, if there is a business relationship with Zendaya, the relationship should be “clearly and conspicuously disclosed in the endorsements.” The letter added that consumers should be able to notice the disclosure easily, and not have to look for it.