Felix Arvid Ulf Kjellberg, more popularly known by his online alias PewDiePie, has spoken out on the FTC-Warner Brothers issue on mandatory disclosure for paid promotional arrangements. PewDiePie was one of the ‘social influencers’ paid by Warner Bros. to publicize its game called Middle-earth: Shadow of Mordor through promotional videos.
The Swedish YouTuber is undoubtedly the site’s biggest star with over 45 million subscribers—the most in the world. His channel is the most viewed in the gaming section of YouTube which has an estimated $3.8 billion market.
In a video entitled “The PewDiePie ‘Scandal,’” Felix distanced himself from the controversy by stating that he did in fact disclose that he was being paid by Warner Bros. He said that he was not even required by Warner Bros. to disclose, yet he still did it. It was just that it was not done adequately, said PewDiePie.
“Yes. I could’ve disclosed it better. I could’ve put it above the fold,” PewDiePie admitted in the video.
However, he cried afoul over the media singling him out, pointing out that other YouTubers intentionally didn’t even try to disclose it.
FTC associate director Mary Engle, speaking on the issue, reiterated that disclosures should be made clear and conspicuous. Engle said that it should be easily seen or viewed and impossible to miss. The FTC’s 2009 guideline refers to this as ‘adequate substantiation’.
