cyberspace has been humming in recent weeks with regards to the federal trade commission’s new “guides concerning the use of endorsements and testimonials in advertising” (16 cfr allocation 255), and with good cause. These guidelines impact every individual and company that communicates using electronic media (sites, blogs, newssheets and social media outlets like twitter® and facebook® ). Even “mommy bloggers” now will have to be mindful with regards to touting products.
it is not surprising that the ftc stepped in with these new guidelines. With such a good deal of new ways to push products and services, social media trading has exploded. The word of mouth trading association states that advertisers spent $1. 35 billion on social media trading in 2007, and womma forecasts it will reach $3. 7 billion by 2011.
it is important to realise that the ftc is not out to inhibit free conversation on blogs, or impose rules on internet advertising that do not subsist in the brick-and-mortar world. It merely is attempting to protect consumers from untrue or spurious and misleading advertising.
briefly, these new rules tell us:
no deceptive advertising: clients count upon what you say to be the truth when they make a decision to buy. Do not mislead them with your affirmations, or omit data that clients need to acknowledge before resolving to buy. Example: whether or not the price of a product doesn’t include shipping charges, you will have to state that.
substantiate your claims: one example of this is weight prostration and loss products. Whether or not your ad shows an individual who lost 50 lbs. In 3 months, you may no longer merely add a small disclaimer that says, “results may vary. ” you will have to disclose the in general expected promise and performance of the product. Whether or not the ad states, “tests show x”, you need to have solid evidence that real tests show leastways “x. “
if you use testimonials to promote your product or service, they will have to be from real clients or clients, not your mother or best friend.
disclose, disclose, disclose: whether or not you promote a product that you purchased with your own cash, applied, and liked or disliked, you have every right to tell others with regards to your experience. Nonetheless, whether or not a company gives you a product to attempt, or pay you to review a product, whether what you write is real and positive or negative, you will have to disclose your affiliation with the organisation.
if you write something with regards to a product in your blog that turns out to be untrue or spurious and misleading, you may be kept liable. Advertising agencies and product producers also may be liable, since they have the obligation to assure their social media endorsers are following the ftc guidelines. Celebrity endorsers may be kept liable for deceptive advertising, even whether or not they’re reading from a script.
the long arm of the ftc may also reach to site builders, who will have to now assure the ad copy they insert for their client doesn’t violate the guidelines.
to read dates and details and more examples, download a copy of the modern guidelines at http://www. Ftc. Gov.
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