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Ethics, 
FTC, 
and 
Na0ve 
Adver0sing 
Phil 
Gomes 
Senior 
Vice 
President 
Edelman 
@philgomes 
1
Or… 
2
Mr. 
Phil 
Goes 
To 
Washington! 
3
T.I.N.L.A. 
I.A.N.A.L. 
4
5
“Frightened 
pilots 
at 
the 
controls 
of 
a 
vast 
machine 
they 
cannot 
understand, 
calling 
in 
experts 
to 
tell 
t...
7
8
9
10 
There 
is 
no 
“one 
best 
way 
for 
disclosure” 
online. 
The 
old 
days 
were 
easier.
Industry 
Panel 
“Not 
a 
problem.” 
“Too 
many 
organiza0ons 
have 
too 
much 
to 
lose 
if 
they 
try 
to 
deceive 
an 
...
Industry 
Panel 
P&G: 
“Transparency 
is 
a 
brand-­‐ 
building 
impera0ve.” 
Hearst: 
“Is 
it 
something 
that 
someone 
...
13
Academic/Expert 
Panel 
“‘Disclosures,’ 
aren’t.” 
“What 
is 
‘sponsorship,’ 
anyway?” 
“‘What’s 
this?’ 
is 
sneaky.” 
“L...
Thoughts 
from 
FTC 
FTC 
has 
pursued 
cases 
where 
misunderstanding 
of 
disclosure 
was 
as 
low 
as 
5%. 
“Disparate ...
16
17 
FTC 
SFll 
Must 
Address 
Its 
Double 
Standards
Do 
well 
by 
doing 
good. 
You 
are 
not 
the 
measure 
of 
“disclosure.” 
Surprise! 
Marketers 
and 
communicators 
can/...
Ethics, 
FTC, 
and 
Na0ve 
Adver0sing 
Phil 
Gomes 
Senior 
Vice 
President 
Edelman 
@philgomes 
19
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Ethics, FTC, and Native Advertising By Phil Gomes

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Native Ads, Sponsored Endorsements & Paid Posts: Walking The Social Media Minefield. PRESENTATION: Ethics, FTC, and Native Advertising - Given by Phil Gomes, @philgomes of @EdelmenDigital. #SMX #12B

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Ethics, FTC, and Native Advertising By Phil Gomes

  1. 1. Ethics, FTC, and Na0ve Adver0sing Phil Gomes Senior Vice President Edelman @philgomes 1
  2. 2. Or… 2
  3. 3. Mr. Phil Goes To Washington! 3
  4. 4. T.I.N.L.A. I.A.N.A.L. 4
  5. 5. 5
  6. 6. “Frightened pilots at the controls of a vast machine they cannot understand, calling in experts to tell them what buQons to push.” 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10 There is no “one best way for disclosure” online. The old days were easier.
  11. 11. Industry Panel “Not a problem.” “Too many organiza0ons have too much to lose if they try to deceive an audience.” “Disclosure is a simple maQer.” “Nothing new. Just like advertorials, right?” 11
  12. 12. Industry Panel P&G: “Transparency is a brand-­‐ building impera0ve.” Hearst: “Is it something that someone would share, or is it exploita0ve? Is it just a check?” 12
  13. 13. 13
  14. 14. Academic/Expert Panel “‘Disclosures,’ aren’t.” “What is ‘sponsorship,’ anyway?” “‘What’s this?’ is sneaky.” “Look at your thumb!” 14
  15. 15. Thoughts from FTC FTC has pursued cases where misunderstanding of disclosure was as low as 5%. “Disparate impact” standard factors into disclosure evalua0on. The FTC does not have to prove an intent to deceive. 15
  16. 16. 16
  17. 17. 17 FTC SFll Must Address Its Double Standards
  18. 18. Do well by doing good. You are not the measure of “disclosure.” Surprise! Marketers and communicators can/must/will lead the ethics discussion. Maintain user experience. Be vigilant against over-­‐use. 18
  19. 19. Ethics, FTC, and Na0ve Adver0sing Phil Gomes Senior Vice President Edelman @philgomes 19

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