Ad or Not? Khloe Kardashian and Calvin Klein

January 24th, 2018

This week Calvin Klein launched its “Our Family. #MyCalvins” ad campaign, and announced who would be the face (or, more precisely, faces) of this family-themed marketing push: the “first family” of pop culture, and the subject of a influencer marketing complaint, the Kardashian/Jenner clan.

Here at the announcement has us taking a second look at another big Kardashian announcement from last month. Namely, Khloe’s pregnancy reveal, in which her Calvin Klein bra nearly steals the spotlight from her growing baby bump:

My greatest dream realized! We are having a baby! I had been waiting and wondering but God had a plan all along. He knew what He was doing. I simply had to trust in Him and be patient. I still at times can't believe that our love created life! Tristan, thank you for loving me the way that you do! Thank you for treating me like a Queen! Thank you for making me feel beautiful at all stages! Tristan, most of all, Thank you for making me a MOMMY!!! You have made this experience even more magical than I could have envisioned! I will never forget how wonderful you've been to me during this time! Thank you for making me so happy my love! Thank you to everyone for the love and positive vibes! I know we've been keeping this quiet but we wanted to enjoy this between our family and close friends as long as we could privately. To enjoy our first precious moments just us ❤️ Thank you all for understanding. I am so thankful, excited, nervous, eager, overjoyed and scared all in one! But it's the best bundle of feelings I've ever felt in my life! ❤️❤️❤️

A post shared by Khloé (@khloekardashian) on

The image and attendant caption touches heavily on the idea of motherhood and familial bonds, right in line with the themes of the “Our Family. #MyCalvins” campaign. In light of the recent confirmation of the Kardashians’ involvement in this campaign, for which contracts were signed and promotional pictures were shot presumably months ago, it appears as though Khloe’s Dec. 22 post would have come well after she, along with sisters Kim and Kourtney and half-sisters Kylie and Kendall, finalized the endorsement deal with the fashion house. In that case, such a material connection would have to be disclosed. But while the baby bump is no longer hidden, #ad or other such disclosure is nowhere to be found.

This isn’t the first time Calvin Klein has come onto’s radar for issues with undisclosed influencer marketing. Kendall Jenner has previously worked with the brand and has had trouble properly disclosing her paid posts for the fashion label. A 2016 investigation found numerous instances in which the supermodel failed to clearly, conspicuously, and immediately denote her financial relationship to Calvin Klein in Instagram posts featuring Calvin Klein products.

The FTC has let influencers know that when an individual has a material connection with a company, such as payment for a specific post or the receiving of free goods and services, the influencer must disclose this financial relationship to viewers. In an instance such as this, it seems as though government regulators would expect more of the expecting mom. reached out to Calvin Klein for comment. Check back for updates.

Read more about’s coverage of influencer marketing here.

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When an individual (or cute pet) promotes a good or service, primarily on social media, because they were paid to do so, or because of a material connection between the person (or pet) and the company

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