The FTC Act’s prohibition on “unfair or deceptive acts or practices” broadly covers advertising claims, marketing and promotional activities, and sales practices in general.
The clip above is from a panel at the SxSW in Austin, Texas and the session was about influencers. The panel covered a variety of aspects of what influencers are and where they are found and spent a fair amount of time bashing Klout, Kred, PeerIndex and others for being “unreliable tools” as one panelist called them. However, you couldn’t talk about influence and ignore the guidelines set out by the Federal Trade Commission (FCT.gov). Overall, the panel felt they were not only fair, but needed.
- The FTC paying close attention to Twitter and making sure each tweet discloses.
- They also specifically made sure that mobile is included, explaining that the medium doesn’t change the requirements for disclosure.
- Hyperlinks are not enough to reach disclosure, the message needs to convey the “importance, nature and relevance”.
- Thoughts on how if your scrolling through content, the ad shouldn’t scroll with the content; and
- That Analytics means you can no longer claim to be innocent. Read more about this here Takeaways from the FTC’s new online advertising guidelines
As for my thoughts, I am stuck balancing a middle ground. I feel that you should know who you’re listening too and there should be some emphasis on freedom of speech in a manner that doesn’t require a set parenthesis every two seconds. I should be able to praise or bash whoever I want in the manner I choose for my own reasons. I am curious, when we complain about a brand, must we disclose that we use them, in what manner and now how long? Interesting requirement that makes for sites that offer reviews…
Should I disclose that the video clip at the beginning of this article was gathered because I was granted access to the SxSW as Press and I didn’t pay the $1,000 others did to attend? Should I mention that I have a business relationship with Ekaterina Walter, one of the panelists, and that’s why I was in that session? Is it crucial that you know I wanted to use the clip because I expect additional business dealings to take place with the panelists and SxSW so it’s
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