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New FTC Guildlines for Online Ads

Guest post by: graylin sanders

Article Overview: The number of changes are many concerning how endorsements by consumers, experts, celebrites and organizations.Include what are the connections between the advertisers and those doing the endorsements and tesimonials.There has been to changes or updates in the The Guides since 1980.

New FTC Guildlines for Online Ads

This past month the FTC (Federal Trade Commission) 10/25/2009 announced that final

revisions to what and how advertisers are allowed to say in endorsements and testimonial ads has been changed.

The number of changes are many concerning how endorsements by consumers, experts,

celebrites and organizations.Include what are the connections between the advertisers and those doing the endorsements and tesimonials.There has been to changes or updates

in the The Guides since 1980.

Under the updated revisions, the person doing the endorsement or tesimonial is now

required to go beyond The 1980 Guides of just having to be general in their experience

with the product or service. Is required now under the new revisions to go beyond just

using a disclaimer of " these are not typical results".

These new Guides also include "material connections" revealing what is the connection between those in the endorsements and testimonial. And the endorsers which would make the consumer aware of the sometimes monetary compensation or free products used is incentives by endorsers to secure these endorsements and testimonials.

Increased scrutiny has been placed on bloggers in constituting what is a endorsement

when the message is sent out on a blog or by "word -of- mouth" marketers. These are to be decided upon on a case by case basis, if a blogger is receiving cash or other types of

incentives these are considered as endorsements.

These new Guides require the blogger to disclose what is their material connection is

with the seller of the product or service they are bloogging about. This extends to the

claims made by companies about the findings made by whichever research company

did the research study on whatever product. Are to disclose what the arrangement is between the two parties.

Celebrity endorsements are also included in the new Guides. The 1980 Guides did not

say in black and white that both parties. The celebrity endorser and and the advertiser

which is compensating them could both be held liable for claims in the advertisement.

These new Guides state clearly that if the claims made by either of the parties is found

to be false or unsubstantiated or if there is a failure to disclose material connections

between the advertiser and endorser.

The revised Guides say in plain language that the celebrity now have the obligation to disclose the nature of their relationship with the advertisers when their endorsements

are on talk shows or on social media sites. Which are outside of the traditional advertising context

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Article Tags: advertisers, consumer, endorsements, ftc
Referred by: http://jaykubassek.com



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