FTC Advertising Guidelines: New Guidance on the Purchase and Sale of Fake “Likes”

By Lulu Li | On June 19, 2015

Last week, the FTC offered clarification on its Guides Concerning the Use of Endorsements and Testimonials in Advertising through an updated set of FAQs that explain the effect of the changes on marketing channels and techniques here on out. One of the notable updates gave guidelines on the purchasing and selling of fake “likes.” Here are the key facts that every marketer should know and keep in mind for future campaigns:

  • The purchase and sale of fake “likes” is labeled as “clearly deceptive”
  • Marketers that incentivizes users to “like” a page when there is no way to disclose material connections will have violated the Guides, though the FTC doesn’t “know at this time how much stock social network users put into ‘likes’ when deciding to patronize a business.”
  • “Advertisers shouldn’t encourage endorsements using features that don’t allow for clear and conspicuous disclosures.”

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.