Ted Cruz seeks details on why Dylan Mulvaney was selected as Bud Light’s partner
Senator Ted Cruz Investigates Bud Light Partnership with Transgender Influencer
Senator Ted Cruz (R-TX) is delving into the reasons behind Bud Light’s partnership with transgender influencer Dylan Mulvaney, a biological male who identifies as a woman. Cruz is particularly interested in whether the partnership was aimed at reaching Mulvaney’s social media followers.
Cruz recently sent a letter to Captiv8, the ad firm responsible for brokering the partnership, inquiring about the details of the agreement. The senator expressed no surprise that Anheuser-Busch, the owner of Bud Light, sought the assistance of Captiv8 to attract young drinkers. The ad firm has cited data indicating that 73% of Generation Z members would make a purchase based on a social media recommendation.
Cruz Questions the Legitimacy of the Partnership
“It is surprising, however, that Captiv8 signed off on Mulvaney’s April 1st post even though it was neither age gated nor marked with a ‘paid partnership’ label as required by Instagram (and, arguably, the FTC’s endorsement guidelines),” Cruz’s letter read. ”The failure to age gate meant the advertisement was guaranteed to be seen by Mulvaney’s followers, most of whom are under the age of 21.”
Cruz is also seeking clarification on Captiv8’s involvement with a previous social media post from Mulvaney on February 11. The ad firm has only confirmed its role in the April 1 post, which sparked conservative calls for a boycott of Bud Light.
The February 11 post featured Mulvaney enjoying a bath while drinking Bud Light, and it was shared approximately seven weeks before the April 1 video where Mulvaney showcased a custom-made can sent by Bud Light to celebrate their one-year anniversary of transitioning. Interestingly, the February post included the caption “#budlightpartner,” contradicting a statement made by AB InBev CEO Michel Doukeris, who claimed the partnership consisted of “one can, one influencer, one post and not a campaign.”
In the aftermath of the Bud Light controversy, Captiv8 has downsized its workforce by 20%, resulting in the layoff of 30 employees. It remains unclear whether the Mulvaney and Bud Light fiasco played a role in these reported layoffs.
Last month, Anheuser-Busch reported a 13.5% decline in its third-quarter revenue per 100 liters in the United States, a significant measure for beer sales. The company also noted a nearly 17% decrease in sales to U.S. retailers, primarily attributed to the decline in Bud Light volume.
Despite these challenges, Doukeris remains optimistic about the brand’s future. He referenced a recent poll indicating that 40% of former Bud Light consumers were willing to repurchase the drink. Doukeris also expressed confidence in the company’s ability to navigate the path forward, stating they have a clear understanding of what needs to be done.
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How does Senator Cruz’s investigation into the Bud Light partnership with Dylan Mulvaney raise questions about the boundaries and responsibilities of brands and ad agencies in influencer marketing?
Hese regulations are in place to ensure transparency and protect consumers from potentially misleading advertising.”
Cruz’s inquiry into the partnership raises larger questions about the boundaries of influencer marketing and the responsibilities of brands and ad agencies. The senator points out that if the partnership was in violation of Instagram’s guidelines, it calls into question the integrity of the entire endeavor.
Furthermore, Cruz raises concerns about the potential impact on young consumers who may be influenced by the partnership. He argues that the partnership with Mulvaney, who identifies as transgender, may send a message that underage drinking is acceptable, since the post in question was not age gated as required by Instagram.
While it is important to note that Mulvaney’s gender identity or transgender status should not be a factor in determining the legitimacy of the partnership, Cruz argues that the legality and compliance of the partnership should be thoroughly examined and addressed. He suggests that ad agencies should be held accountable for not adhering to established guidelines and regulations.
The partnership between Bud Light and Mulvaney is just one example of the growing trend of brands collaborating with influencers to reach a wider audience. However, this case also highlights the need for a more comprehensive approach when it comes to influencer marketing. Cruz puts forth the idea that ad agencies and brands should not only consider the reach and engagement of an influencer’s following, but also take into account their compliance with advertising regulations.
Given the increasing reliance on social media for marketing purposes, it becomes crucial for brands to ensure that their partnerships with influencers are transparent, ethical, and in compliance with legal guidelines. Cruz’s investigation into the Bud Light partnership with Mulvaney serves as a reminder that there is a need for greater accountability and scrutiny in the influencer marketing industry.
In response to Cruz’s letter, Captiv8 has stated that they take compliance with advertising guidelines seriously and are currently reviewing the details of the partnership. They have expressed their commitment to working with brands and influencers to ensure transparency and adherence to regulations.
Senator Cruz’s investigation into the Bud Light partnership with transgender influencer Dylan Mulvaney seeks to shed light on the practices and responsibilities of brands and ad agencies in the realm of influencer marketing. By questioning the legitimacy of the partnership and highlighting potential violations of advertising guidelines, Cruz underscores the importance of transparency and accountability in this rapidly evolving industry. As the influence of social media and influencers continues to grow, it is crucial that brands and influencers alike prioritize adherence to regulations and ethical practices, ultimately safeguarding the interests of consumers.
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