FTC Seeks Public Comment on its Endorsement Guides

guest · Feb 12, 2020

FTC Seeks Public Comment on its Endorsement Guides
February 12, 2020
https://www.ftc.gov/news-events/pre...c-seeks-public-comment-its-endorsement-guides

The Federal Trade Commission is seeking public comment on whether to make changes to its Endorsement Guides as part of the agency’s systematic review of all current FTC rules and guides.

The Endorsement Guides, formally known as the Guides Concerning the Use of Endorsements and Testimonials in Advertising, first enacted in 1980 and amended in 2009, provide guidance to businesses and others to ensure that advertising using endorsements or testimonials abide by the requirements of the FTC Act.

Among other things, the Guides state that when there is a connection between an endorser and a seller of an advertised product that could affect the weight or credibility of the endorsement, the connection must be clearly and conspicuously disclosed.
In a proposed Federal Register notice, the FTC is seeking comment on a wide range of questions, including: [...]
Click to expand...

guest · Feb 12, 2020

FTC votes to review influencer marketing rules & penalties
February 12, 2020
https://techcrunch.com/2020/02/12/ftc-influencer-marketing-law/

Undisclosed influencer marketing posts on social media should trigger financial penalties, according to a statement released today by the Federal Trade Commission’s Rohit Chopra.

“When companies launder advertising by paying an influencer to pretend that their endorsement or review is untainted by a financial relationship, this is illegal payola,” Chopra writes. “The FTC will need to determine whether to create new requirements for social media platforms and advertisers and whether to activate civil penalty liability.”
Currently the non-binding Endorsement Guides stipulate that “when there is a connection between an endorser and a seller of an advertised product that could affect the weight or credibility of the endorsement, the connection must be clearly and conspicuously disclosed.”

Additional targets of the FTC’s review will be use of fake or incentivized reviews. It’s seeking public comment on whether free or discounted products influence reviews and should require disclosure, how to handle affiliate links and whether warnings should be posted by advertisers or review sites about incentivized reviews. It also wants to know about how influencer marketing affects and is understood by children.
Click to expand...

Log in or Sign up

FTC Seeks Public Comment on its Endorsement Guides

guest Guest

guest Guest

Log in or Sign up

FTC Seeks Public Comment on its Endorsement Guides

guest Guest

guest Guest

Useful Searches