The
Federal Trade Commission (FTC) has revised its Guides Concerning the Use of Endorsements and Testimonials in Advertising. In its commentary, the FTC referenced and adopted WOMMA’s guidance in several instances, looking favorably upon the Association’s own Ethics Code, and adopting WOMMA’s suggestion that only “sponsored” communications should fall within the scope of the Guides.
To help manage the flow of constantly updating information, WOMMA has created this resource, updated daily, to keep you up to date and in the know.
We are your single source for all things FTC related.
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Report from the Congressional Research Service
As the Report notes:
On the regulatory front, the Federal Trade Commission (FTC) released guidelines calling on bloggers to disclose paid product reviews, and in December 2010 recommended a Do Not Track function to allow consumers to prevent advertising and other firms from collecting data about individuals’ online activities. The U.S. Food and Drug Administration (FDA) is examining pharmaceutical marketing in social networks and could propose guidance for online marketing early in 2011. In December 2010, the Department of Commerce Internet Policy Task Force released a paper on commercial privacy issues.
The key issue for lawmakers and regulators is how to protect consumers without stifling innovation. Rapid technological change is leading to new forms of advertising and to issues that were unknown only a few years ago, from competition in search advertising to fraudulent marketing over social networks. It is likely that regulators, and Congress, will continue to struggle to keep pace as they consider how to craft a workable system to oversee advertising in the rapidly changing digital world.
View the report
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Exploring Privacy: Recent Developments at the FTC
Moderator: Tony DiResta, WOMMA Legal Counsel & Partner at Manatt, Phelps & Phillips
Speaker: Manas Mohapatra, Attorney, Division of Privacy and Identity Protection, FTC
The FTC has recently announced their intention to "guide" how marketers are using behavioral targeting and other forms of advertising to reach consumers online. Consumers have a right to privacy of their data and this may lead to some convention like a "do not follow" feature. We have a choice to either self-regulate or see what legislation might be cooked up to protect consumers.
Key Learnings
- Understand Section 5 of the FTC Act's relevance to privacy issues
- Know which privacy issues to consider when utilizing social networks for marketing campaigns
- Overview of the background on the "Exploring Privacy" Roundtable Series
View this presentation on Slideshare
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New FTC Guidelines Apply Truth-In-Advertising Principles to Online Reviews
with Bill Radke
Bill Radke talks to New York Times tech report Miguel Helft about a lawsuit between a PR firm and the Federal Trade Commission over fake reviews on the Internet.
Read the full story from Marketplace
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Retailer Dodges FTC Freebie Blogger Bullet
by Wendy Davis
Retailer Ann Taylor Loft seems to have dodged a Federal Trade Commission action for allegedly providing bloggers with gifts at a January preview of the store's summer line. But other companies might not be as lucky.
Read the full story from Forbes at: http://bit.ly/mpostFTC
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Establish a Social Media Code of Conduct: 5 Actions to Protect Your Company’s Reputation
by Marketing Sherpa
Recent changes in FTC guidelines have reinforced the importance of establishing policies to keep your social media and online marketing above-board and ethical. But those policies need to be followed.
Read the full story from Forbes at: http://bit.ly/MSherpaFTC
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Forbes: The Biz Blog
by Dirk Smillie
Twitter may launch its new advertising platform in March, but a question remains: Are hash tags the best means to flag sponsored content?...
Read the full story from Forbes at: http://bit.ly/ForbesFTC
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FTC to Look More at Green Marketing, Health Claims, Marketing to Kids
by Jaimy Lee
I attended an event yesterday with Leonard Gordon, northeast regional director for the Federal Trade Commission (FTC), who talked about some of the federal agency's priorities in 2010...
Read the full story from PRWeek at: http://bit.ly/prweekftc2
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Now That "Social Media is a Regulated Industry," Have You Developed a "Culture of Compliance?"
The FTC’s new Guides on testimonials and endorsements, which take effect on Dec. 1, are a hotly debated topic. Cut through the hype and find out how the Guides might impact your marketing.
We highlight six key areas that every marketer should examine to ensure they’re not crossing the line into deceptive practices. Includes advice for playing it safe when using bloggers for endorsements and product reviews.
Read the full story from MarketingSherpa: http://bit.ly/sherpaftc
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FTC’s New Endorsement Guidelines: 6 Key Areas to Examine
by Ed Keller
This week, on December 1, the FTC's new Guidelines for Endorsements and Testimonials in Advertising went into effect. As I have written here previously, these new Guidelines have significant implications for both brands and individuals (especially bloggers) engaged in social media. The Guidelines have been the subject of considerable debate...
Read the full story from MediaBizBloggers at: http://bit.ly/jackftc
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Updated FTC Guidelines Spur a Review of Digital Strategies
by Kimberly Maul
This summer, marketers and bloggers were on alert about the proposed changes to FTC guidelines on disclosure...
Read the full story from PRWeek at: http://bit.ly/prweekftc
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Best Soup Ever? Suits Over Ads Demand Proof
by Stephanie Clifford
A diamond is forever? Prove it.
Companies that were once content to fight in grocery-store aisles and on television commercials are now choosing a different route — filing lawsuits and other formal grievances challenging their competitors’ claims. Longtime foes like Pantene and Dove, Science Diet and Iams, AT&T and Verizon Wireless, and Campbell Soup and Progresso have all wrestled over ads recently...
Read the full story from the New York Times: http://bit.ly/ftcnyt
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New FTC Rules Won't Deter Celebrity Social-Media Endorsements
by Michael Bush
Don't expect the FTC's new guidelines on product endorsements to put a damper on social-media efforts. Since the guidelines became official two months ago, marketers and agencies alike have been educating themselves on the guidelines, modifying spokesperson agreements and implementing new social-media policies. The marketers and agencies that spoke with Ad Age all said the new rules would not deter them from any social-media or celebrity-endorsement efforts...
Read the full story from Advertising Age: http://bit.ly/adageftc
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Navigating FTC's Guidance on Social Media Marketing
by Alan Friel
With the rapid growth in social marketing, the Federal Trade Commission has become increasingly concerned about these new methods of reaching out to consumers. Specifically, it's wary about ways in which some brands and their agencies have abused these evolving media tools, betraying the trust of consumers and the social communities in which they interact...
Read the full story from Adweek: http://bit.ly/adweekftc
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Three Significant Changes to the Guides
by Tony DiResta, General Counsel, WOMMA
Yesterday, the Federal Trade Commission released its long-awaited Guides concerning endorsements and testimonials. The Guides were last updated in 1980, and they are to go into effect on December 1, 2009.
There are three significant changes to the Guides that impact not only advertisers and the marketing practices of all brands and businesses, but bloggers and other social media communicators.
Read the full story from DiResta the Law: http://bit.ly/FTCDiresta
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What’s new about the Endorsement Guides?
To Download this Video for Quicktime: Click Here
To Download this Video for Windows Media: Click Here
Mary Engle
Associate Director
Bureau of Consumer Protection
Federal Trade Commission
See all Mary Engle's videos at the FTC:
http://bit.ly/FTCNew
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State ‘Mini-FTC Acts’ Raise Non-Compliance Risks With New FTC Endorsements
by Amy Bivins, Legal Editor
Electronic Commerce & Law Report/Computer Technology Law
Marketers using compensated endorsers to promote products online should not overlook the possibility of state attorney general actions to enforce the Federal Trade Commission’s recent revised guidance on endorsements and testimonials, a marketing attorney cautioned Oct. 8.
Because every state has a ‘‘Mini-FTC Act’’ outlawing deceptive and unfair trade practices, the FTC’s new rules on endorsements could shape the enforcement of those state laws as well.
The full story from E-Commerce Law Daily: http://bit.ly/FTC-ECLD
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Pete Blackshaw Speaks About Blog Backlash
NEW YORK (AdAge.com) — Nielsen executive, book author, and Ad Age columnist Pete Blackshaw is astounded by the number of brand managers who still have no coherent strategy for dealing with negative blog posts. The customer service guru was keynote speaker at the Children’s Advertising Review Unit Conference. But during the Q&A, audience members seemed more interested in tips about how to deal with negative blog post — than children’s advertising issues.
Read in full From Advertising Age: http://bit.ly/FTCAdAge
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NPR All Things Considered: Bloggers Must Disclose Paid Endorsements
FTC: Bloggers Must Disclose Paid Endorsements
by Laura Sydell
If you read blogs or use Facebook and Twitter, you might have friends who share information about coffee, makeup, toys or other products they like.
Advertisers are trying to take advantage of those relationships by paying bloggers and tweeters. The Federal Trade Commission has announced rules that will require bloggers and tweeters to be open about those connections.
Among those bloggers affected is Andrew Bennett. He might not make millions from product endorsements like LeBron James, but he does have a few hundred followers on his blog who take him seriously.
Read the full story from NPR: http://bit.ly/FTCNPR
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Understanding the FTC Guidelines Slideshare
On Thursday, October 8, WOMMA hosted a webinar discussing the updated FTC guidelines on using endorsements in advertising and marketing. In this edited version we hear from WOMMA’s General Counsel, Anthony DiResta a partner from the Manatt Phelps & Phillips, on how these new guidelines apply to online social media marketing.
View the presentation at SlideShare: http://bit.ly/FTCSS
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Press Release: WOMMA Applauds FTC’s Call for Transparency in Revised Advertising Guidelines
CHICAGO, October 5, 2009 – The Word of Mouth Marketing Association (WOMMA), www.WOMMA.org, applauds the Federal Trade Commission (FTC) for revising its Guides Concerning the Use of Endorsements and Testimonials in Advertising that can be found at: http://bit.ly/4Gqw9u.
In its commentary, the FTC referenced and adopted WOMMA’s guidance in several instances, looking favorably upon the Association’s own Ethics Code, and adopting WOMMA’s suggestion that only “sponsored” communications should fall within the scope of the Guides. Therefore, adherence to the WOMMA Ethics Code is a critical first step for businesses and marketers in complying with the updated FTC Guides.
Read the press release at WOMMA's Press Site: http://bit.ly/pr-ftc
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
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Best Practicebook: WOs GuideM in the Customer Contact Center
Read the Guidebook
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
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Building A Loyal Community for the Travel Channel
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ABC Studios Advisory Panel: It’s Emmy Time!
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