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.