New FTC Guidance for Endorsements and Testimonials in Advertising
Social Networking Sites, Blogs, Twitter: Threats to Section 5 Compliance
Recording of a 90-minute CLE webinar/teleconference with Q&A
Conducted on Wednesday, January 20, 2010
Recorded event now available
This CLE webinar will review the newly revised FTC advertising guidelines and their impact on businesses and endorsers. The panel will also discuss the FTC's new standards for using social media in advertising.
Description
The Federal Trade Commission recently revised its guidance for companies using endorsements and testimonials in advertising. These revisions mark the FTC’s first effort in 29 years to update the guidance, and for the first time, set standards for Internet advertising and marketing.
The revised guidance impacts blogs, social networking websites, and companies that feature user or consumer-generated content in marketing campaigns to build product and brand awareness.
Under the new guidance, companies and endorsers face liability for failing to disclose material connections between the advertising and endorser. Businesses and their counsel must understand the new guidance and its standards to ensure compliance with the FTC Act.
Listen as our authoritative panel of attorneys examines the FTC revision and its impact on advertising — as well as common pitfalls and how to avoid them. The panel will outline best practices for using social media in advertising and marketing without violating the FTC Act.
Outline
- New FTC guidelines
- Testimonials
- Endorsements
- Bloggers
- Celebrities
- Disclosure of connections
- Liability
- Common traps and strategies to avoid them
- Bests practices when using social media
- Blogs, social networking sites
- User-generated content
Benefits
The panel will review these and other key questions:
- What factors will the FTC consider when determining whether a violation of the FTC Act has occurred?
- How will the new guidelines impact how social media is used in advertising?
- What steps must companies take to ensure compliance with the new standards?
Faculty
Gary D. Hailey,
Partner
Venable, Washington, D.C.
He focuses on advertising and marketing law involving both traditional marketers and the direct response/infomercial industry. He advises clients about the regulatory process, its implications for their advertising and marketing efforts and ways to reduce their legal exposure without reducing the effectiveness of their marketing efforts.
Aaron Hendelman,
Partner
Wilson Sonsini Goodrich & Rosati, Seattle
He focuses on the areas of trademark, advertising, unfair competition, copyright, Internet, retail, and consumer law. He counsels clients regarding domestic and global trademark and copyright issues; intellectual property licenses and transactions; advertising, marketing, and promotions strategies; and Internet and domain-name issues.
Jonathan Gelfand,
General Counsel and Senior Vice President, Business Development
Product Partners, Santa Monica, Calif.
He provides counsel for a myriad of activities, including complex contract negotiations; FTC, FDA and other regulatory compliance; intellectual property maintenance and protection; talent, producer, music, cross promotion and other entertainment agreements; licensing and rights clearances; claim substantiation and infomercial clearance review; and contests, sweepstakes, and other promotions.
Ordering
Online CLE - Audio Recording
Includes audio streaming of full program plus handouts (available 24 hours after live seminar).
CLE:
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Available 24 hours after the live event
Recorded Event
Includes full event recording plus handouts (available after live seminar).
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Briggs & Morgan
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Thrivent Financial
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Spiegel & McDiarmid
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Horton Maddox & Anderson
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