Endorsement guides 082810

International Food Blogger Conference August 27-29, 2010 Seattle, Washington Current Issues with the FTC’s Endorsement Guides Presented by Bob Schroeder Director, Northwest Regional Office Federal Trade Commission

Section 5 of the FTC Act broadly prohibits “unfair or deceptive acts or practices in commerce”
The Endorsement Guides explain how Section 5 applies when endorsements and testimonials are used in advertising, to make it easier for advertisers to comply with Section 5
The Guides aren’t law, and they don’t change the law or anyone’s responsibilities under the law
There are no fines for violating the Guides
If FTC challenges practices inconsistent with the Guides, the FTC still has to prove a violation of Section 5
Endorsement Guides

What Is an Endorsement?
An advertising message that consumers perceive to represent the personal views of a speaker other than the sponsoring advertiser
If there’s not a sponsoring advertiser, there’s no endorsement under the Guides

The Revised Guides: Principal Changes
Requiring disclosure when advertiser has paid for study touted in ad
Deletion of “results not typical” safe harbor
Addition of examples of disclosing material connections in social media marketing

Material Connections Between Advertisers & Endorsers
When an advertiser and an endorser have a relationship that the audience wouldn’t reasonably expect (a “material connection”), relationship should be disclosed
Examples of such connections include:
Seller is compensating endorser
Endorser is employee or business associate of seller
Endorser is related to seller

Financial Ties -- Context Matters
Financial tie between seller and endorser should be disclosed, unless the tie is clear from the context
If audience reading product review article or visiting product review website/blog understands that the reviewer didn’t buy the products he’s reviewing, disclosure isn’t needed to avoid deception

Celebrity Endorsers
In conventional ads, it’s not necessary for an ad to disclose that a celebrity is being paid, because in that context payment would be understood
Outside of conventional ads (on talk shows, social networking sites): the relationship with the advertiser should be disclosed when a celebrity talks up a product because payment isn’t obvious in that context

How Should Material Connections Be Effectively Disclosed?
Disclosure should be part of the message so it can’t be missed. E.g.:
Acme Co. provided this product
XYZ Co. sent me to Adventureland to experience its theme park
On Twitter: #paid, #ad
Word of Mouth Marketing Ass’n: Social Media Marketing Disclosure Guide

When Is Marketer Liable for Endorser’s Statement?
If endorser makes false or unsubstantiated claims for product, advertiser is potentially liable. To limit potential liability:
Advertiser should ensure its endorsers receive guidance/training re need to ensure statements are truthful/substantiated
Advertiser should monitor sponsored bloggers/brand ambassadors and take steps to halt continued publication of deceptive claims when discovered

FTC Enforcement
FTC has several endorsement-related investigations underway (non-public)
Investigations are focusing on marketers
Issues include:
positive reviews posted on message boards, review sites by employees or affiliates w/o disclosure of relationship
positive reviews by compensated bloggers w/o disclosure of compensation

Points to Remember
Consumers need to know when they’re being pitched a product – advertising should be identifiable as advertising
Disclose unexpected material connections
Policy and training will be essential – and make sure message reaches agencies/p.r. firms used
Both advertisers and consumer endorsers being sponsored by the advertiser are potentially liable, but:
FTC enforcement will focus on advertisers and will look to see if reasonable policies are in place

Federal Trade Commission
For more information, visit www.ftc.gov
Send questions to [email_address]

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Endorsement guides 082810

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