New York, NY – March 27, 2025 – As part of its ongoing monitoring efforts, BBB National Programs’ National Advertising Division assessed Skims Body, Inc.’s advertising practices to ensure that its partnerships with celebrity influencers Brittany Mahomes and Lana Del Rey complied with the Federal Trade Commission’s (FTC) Endorsement Guides regarding the proper disclosure of their financial relationship with the brand.
Skims, a fashion apparel brand specializing in underwear and loungewear, regularly collaborates with celebrities and influencers, including singer Lana Del Rey and sports personality Brittany Mahomes, to promote its collections on Instagram.
The National Advertising Division’s (NAD) inquiry focused on whether Del Rey and Mahomes adequately disclosed their financial relationship and material connections with Skims while promoting its products on social media. NAD also considered the steps Skims has taken to ensure influencer compliance with the FTC’s Endorsement Guides.
Lana Del Rey’s Instagram Posts
NAD reviewed three Instagram posts by Del Rey from January 2024 that featured Skims, either mentioning the brand by name or tagging Skims. NAD noted that Skims had taken steps to ensure its contracted influencers comply with FTC Guides, such as providing posting instructions to its influencers and monitoring its influencers to inform them of insufficient disclosures.
Skims specifically asked Del Rey to discontinue or modify the three posts that mention or tag Skims without a clear and conspicuous material connection disclosure to include #ad and/or #sponsored as their contract indicates. For compliance purposes, NAD will treat this voluntary modification as though it was recommended by NAD and agreed upon by Skims.
Brittany Mahomes’ Instagram Posts
NAD also examined two Instagram posts by Mahomes from November 2023 featuring her and, in some cases, her family wearing Skims. Although the posts did not mention Skims in the captions, the brand was tagged in the images, which qualifies them as endorsements under FTC guidelines.
Skims argued that Mahomes’ posts did not explicitly reference Skims and were presented in a stylized fashion shoot making it likely that consumers would assume a paid partnership. However, NAD determined that the images, while polished, did not inherently signal sponsorship. Since tagging a brand alone does not constitute sufficient disclosure, NAD concluded that a clear and conspicuous material connection disclosure was necessary.
As a result, NAD recommended that Skims take reasonable steps to have Mahomes discontinue or modify the challenged posts to include an appropriate disclosure.
In its advertiser statement, Skims stated “As a supporter of voluntary industry self-regulation, Skims welcomes the opportunity to work with NAD in upholding high standards of truth and accuracy and appreciates NAD’s recognition of the steps Skims has taken to ensure its contracted influencers comply with the FTC Endorsement Guides.”
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
