Results not typical

Oh, I get tired of that. “Results not typical” and “for illustrative purposes only.”

Well, the Federal Trade Commission’s handing down new guidelines on advertising and endorsements. “Results not typical” won’t be acceptable anymore. It also affects celebs, bloggers and endorsements of all sorts.

“The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.”

““material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers.”

Also celebrities and other endorsers in advertisements (including those that feature a consumer) could potentially be liable for claims with respect to the goods or services advertised.

It’s still not exactly truth-in-advertising, but it’s a step towards more truth in advertising. Some of this will need to be tested in a court

The new measures were passed unanimously.

Categories: Advertising, Culture, Law, Media, USA.



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