The Ethics of Influencer Marketing - FTC Guidelines€¦ · an endorsement.” Such a connection...
Transcript of The Ethics of Influencer Marketing - FTC Guidelines€¦ · an endorsement.” Such a connection...
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The Ethics of Influencer
Marketing
- FTC Guidelines
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INTRODUCTION
Jamie Lieberman
@hashtaglegalllcDanica Kombol
@danicakombol
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TODAY’S WORLD
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TODAY’S AGENDA
Review FTC Guidelines
Demystify what they cover
Do’s and Don’ts
Contests & Promotions
Steps you can Take
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YOU DON’T WANT TO BE THAT PERSON
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Pullscanfromthispage-https://www.ftc.gov/news-
events/press-releases/2017/04/ftc-staff-reminds-influencers-brands-
clearly-disclose
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FYRE FESTIVAL
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WHAT ARE THE FTC GUIDELINES?
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F.T.C. Act, require the “clear and conspicuous
disclosure” of connections “that might affect
the weight or credibility that consumers give
an endorsement.” Such a connection could be
a result of, “a business or family relationship,
monetary payment or the gift of a free
product.”
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WHAT THE FTC GUIDELINES SPELL OUT & WHAT THEY DON’T
“We’re not prescriptive
about that,” said Mary K.
Engle, the F.T.C.’s
Associate Director for
advertising practices.
“But it has to be
unambiguous.”
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IT’S A JUDGEMENT CALL
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“THE MOM TEST”
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DO’S AND DON’TS
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DO…
• In proximity to message
• Use #AD, #Sponsored, or #(BrandName)Partner
• Place the disclosure before you can navigate
away from the post,
• With each & every message
• Feature it visually & spoken for video
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DON’T…
• Bury disclosure in a string of hashtags
• Use ambiguous hashtags (#SP or #partner)
• Place disclosures in small print or at the bottom
of a post
• Feature in profile or use an umbrella disclosure
• Make readers or viewers look too hard
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IT’S OUR RESPONSIBILITY…
• Provide clear guidelines to the
influencers in the form of a contract
• Give the influencers sample or
required language,
•Monitor the disclosures
• Take corrective action if need be
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FTC “NO FLY” LIST OF DISCLOSURES
#DISCLOSURES
ONLY SEEN IF
YOU CLICK
MORE
#SP
#AMBASSADOR
#PARTNER
#SPON
#COLAB
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OH AND DID WE MENTION
• Space constraints are not an excuse!
• Disclosures have to travel with the
message! (not 1 out of 3)
•Must be clear enough that my mom
would know this is a sponsored
message
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STEPS YOU CAN TAKE AS AN AGENCY
EDUCATE YOUR TEAM.
WWW.WOMMA.ORG
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SEEK LEGAL GUIDANCE
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CONTESTS AND PROMOTIONS
•Sweepstakes
•Contests
•Lotteries
•Rule Basics
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WWW.EVERYWHEREAGENCY.COM
WWW.HASHTAG-LEGAL.COM
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Let’s Discuss!