FTC Rules On Disclosure A Synopsis Of Brian Heidelberger’s Video

Helping businesses and individual with video, community management, and social media
Andrew Ledford 562-423-1691

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 at that time +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.

Video link
http://bcove.me/arggfqt2
Unfortunately the video uses flash