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Oh my goodness, the monster behind online promotions – that’s right – FTC rules on disclosure
This post is a brief synopsis of the video from https://twitter.com/briheidelberger
Disclosure – I receive compensation for posts and videos, however, I did not receive any for this one
Here is a rundown of some of the main points in the video. I suggest you watch the video to get additional information and a better understanding.
- Enforcement is focused on advertisers and PR/ad agencies
You need to disclose if the audience doesn’t understand the speaker’s relationship with the item being promoted.
- FTC says you need to post a disclosure even if a product is only being used. (I want to see this one enforced in a major motion picture) So much for product placement.
- Technically, if you compensate someone to share a post it needs to be disclosed
- The FTC suggests that advertisers should not encourage compensation for the use of features that do not allow for disclosure, such as likes on FaceBook or +1s on G+
- Links to pages with a disclosure are no longer sufficient to satisfy the FTC.
Advertisers are libel for the actions of its advertising agency in regards to ensuring that influencers use the proper disclosures.
- In addition, the advertising agency is also responsible, even if the advertiser signs off on the campaign
- Disclosure contracts with bloggers and influencers are not enough, an agency/advertiser also needs to monitor the influencers activity and if there are inappropriate promotions then the agency/advertiser needs to request a revision to bring the post into compliance.
Unfortunately the video uses flash
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