The use of native advertising, endorsements and influencers has been standard marketing practice for many brands. These marketing techniques are designed to give the impression that the ad isn’t really an ad. Native advertising gives the appearance of non-commercial content; endorsements and influencers give the impression that brand opinions are given freely. In December 2015, the FTC released its Enforcement Policy Statement on Deceptively Formatted Advertisements governing the use of native advertising. The FTC had also issued its Guides Concerning the Use of Endorsements and Testimonials in Advertising which were updated in September 2017.
Brands, marketing agencies, their general counsel, and legal practitioners in advertising and marketing should attend this webinar in order to understand the requirements for complying with the FTC’s directives on native advertising, endorsements and influencers, since the FTC has recently given express notice that it believes these are important advertising issues and that it believes that many marketers are not complying with its directives.
This webinar will cover the FTC’s guidelines on native advertising, endorsements and influencers. The FTC has issued much guidance in these areas, including the FTC Enforcement Policy Statement on Deceptively Formatted Advertisements; the FTC Native Advertising: Guide for Businesses; the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising; the FTC’s Endorsement Guidelines: What Are People Asking; and the FTC’s Enforcement Guidelines for Sponsorships on Social Media and With Influencers.
Native Advertising, Endorsements and Influencers are three interrelated topics widely used in marketing today. These marketing techniques have been recently addressed by guidelines established by the FTC along with mounting FTC enforcement actions. From this webinar, you will learn how to identify whether a particular form of advertising is governed by the FTC guidelines as well as best practices when engaging in these practices and how, when and where to make to proper advertising disclosures in order to avoid trouble with the FTC.
Brands, ad agencies, marketers and their general counsel.
Legal practitioners in the areas of marketing, advertising and promotions.
Rob is a partner at Verrill Dana LLP in its Westport, Connecticut office. His practice focuses primarily on advertising, marketing and promotion law and business litigation.
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