Public Relations, Social Media

Part 2 – FTC Advertising Guidelines: New Guidance on Wording and Placement of Disclosures

By Lulu Li | On July 8, 2015

Last month, we reported on FTC’s clarification around its Guides Concerning the Use of Endorsements and Testimonials in Advertising. Through a set of FAQs, they provided new guidance on proper marketing procedures and techniques, including the purchasing and selling of fake “likes,” which we reported on previously. In addition, they also provided direction on what constitutes as clear and conspicuous disclosure of material connections. Here what you need to know:

 

  • Bloggers need to fully describe the benefits they received
  • Disclosures such as “I got the product for free” or “I got a sneak peak of the game,” may not be enough
  • Especially for monetary benefits, stating the product was free without mention of the “$100 for a positive review” is not sufficient

 

For more information, see the FAQs here.

Lulu Li

Lulu is a Senior Account Executive at Affect, where she brings deep experience in high-tech and entrepreneurial PR as well as expertise in conference and award program production. Lulu works closely with clients to generate and achieve business goals, specifically in the areas of content development and media relations. Lulu joined Affect from Boston-based fama PR, where she contributed to the media relations and thought leadership programs for a diverse group of clients including those with specialties in software data storage, personalized email marketing and analytics, digital retail media and interactive consumer technologies.