New FTC Guidance for Endorsements and Testimonials 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

1. New FTC guidelines
   1. Testimonials
   2. Endorsements
   3. Bloggers
   4. Celebrities
   5. Disclosure of connections
   6. Liability
2. Common traps and strategies to avoid them
3. Bests practices when using social media
   1. Blogs, social networking sites
   2. 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?

Webinar/Teleconference

Strafford webinars/teleconferences offer several options for participation: online viewing of speaker-controlled PowerPoint presentations with audio via computer speakers or via phone; or audio only via telephone (download speaker handouts prior to the program).  Please note that our webinars do not feature videos of the presenters.

CLE Credit

Strafford's live seminars qualify for CLE in every state that accredits webinars. They offer you a high quality, cost effective, and convenient CLE option, with no lost travel time or expenses.

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