Direct Marketing News Features Karl Kronenberger on FTC’s Revised Endorsement Guidelines
Partner Karl Kronenberger was featured in the article, “I Was Paid To Write This Blog” published by Direct Marketing News, addressing the Federal Trade Commission’s (FTC) updated endorsement guidelines that acknowledge the uncertainties of using social media as a platform for product reviews. “The FTC is going to focus its attention on large companies with funds, but people writing reviews need to pay attention, too,” Mr. Kronenberger advises.
The FTC’s revised advertising endorsement guidelines say that social media posts must not be misleading, and need to disclose any financial links, gifts or employment ties surrounding the post. However, companies that create compliance programs for disclosing paid endorsements will have a better chance at avoiding the attention of the FTC. “A good compliance program will go a long way toward insulating against a class action or a government lawsuit,” he says. “That includes instituting explicit guidelines for ad agencies and media buying services. It's a fairly low-cost way to demonstrate that you're making an effort at complying.”
This entry was posted on Monday, August 17, 2015 and is filed under Press & Published Articles, Internet Law News.