Archive for May, 2010
May 27th, 2010
Follow Up to “Whatever happened to freedom of speech?”
It’s official the FTC has revamped it’s guidelines concerning endorsements to take account of the new boom in social marketing, blogger endorsements and word of mouth promotion.
The FTC says it wants to extend to digital communication the same user protections it enforces in offline advertising: namely, to make sure that consumers know when a commentator or content creator has a “material connection” to the marketer. Though most marketers don’t control what is said by the bloggers they enlist in their promotions, the FTC says, just the fact that they’re offering these bloggers benefits — even in the form of samples or review copies — must be made clear starting Dec. 1, 2009. Both the bloggers and the advertisers could be held liable for failing to disclose these links. Continue on…
Categories: Advertising, Legal, News, Technology, Tips