Movies are exempt. Viewers of a movie know that the movie is entirely created content; no one thinks that if an actor says "I love Red Bull" that this is their personal opinion or an endorsement thereof.

This isn't clear if an influencer says "I love Red Bull" on their Instagram feed; do they genuinely love it, or were they paid to say that? This is the distinction the FCC wants made clear.

I disagree that movies should get a pass here, but I do agree that influencers are a very different beast. Young kids especially are at risk since they can't tell the difference between advertising and content even when it's in the form of television commercial breaks now confuse influencers and youtubers for actual friends.