On April 27, 2017, thousands of affluent millennials descended on the Bahamian Island of Great Exuma to attend a threeday concert event known as the Fyre Festival. Paying upwards of $12,000 a ticket, concertgoers were promised an ultra-glamorous, highly-exclusive Coachella alternative that was to include “first-class culinary experiences and a luxury atmosphere,” along with performances by G.O.O.D. Music, Major Lazer, Migos and more. What they got instead were Styrofoam box lunches, disaster relief tents and feral dogs.

Not surprisingly, a flurry of lawsuits against the festival’s promoters promptly followed—six at last count—each seeking millions of dollars in damages. Interestingly, in addition to the promoters, one of these lawsuits also takes aim at a number of unnamed Doe defendants for allegedly engaging in unfair trade practices by endorsing the event on social media without disclosing their financial interest.

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Resources

• Social Media Endorsements in the Age of Fyre