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- 2. QUIZ POP
- 3. FEDERAL TRADE COMMISSION ACT Section 5: Unfair or Deceptive Acts or Practices Prevent unfair methods of competition and unfair or deceptive acts or practices in or affecting commerce UDAAP: Unfair, Deceptive, or Abusive Acts or Practices Examples: Superlative language, potentially vulnerable consumers, or images aligning with marketing
- 4. AGENDA • Enforcement • Disclosures • Federal Trade Commission Guidelines • Best Practices
- 5. AWARENESS OF FTC GUIDELINES ON INFLUENCER MARKETING AMONG US INFLUENCERS AND MARKETERS 2015 2016 1 1 1 2 2 2 Influencers Marketers who work with influencers (% of respondents) Aware/understand Aware/somewhat familiar Aware/not familiar Not aware 67% 19% 5% 7% 8% 23% 30% 33% 60% 19% 7% 7% 11% 23% 26% 30% Note: numbers may not add up to 100% due to exclusion of “prefer not to answer” and “not sure” responses Source: Izea, “The 2017 State of the Creator Economy Study” conducted by Lightspeed GMI and Research Now in partnership with Halverson Group and The Right Brain Consumer Consulting, Feb 13, 2017 eMarketer
- 6. 6 Federal Trade Commission staff recently sent out more than 90letters reminding influencers and marketers that influencers should clearly and conspicuously disclose their relationships to brands when promoting or endorsing products through social media.
- 7. FTC ENFORCEMENT FTC utilizes funnels to mine complaints Informal/Formal communication: • Subpoena marketing • Advertisers may quash File suit Freeze assets Require compliance reporting: 10-20 years
- 8. ‘Advertisers need to make a reasonable effort to monitor what publishers are saying about their brands’
- 9. Endorser Affiliate Publisher Influencer = = =
- 10. FTC GUIDELINES
- 11. GUIDELINES • Material relationship disclosures • Free claims • Made in the USA • Guarantees • Goods and services • Environmental claims
- 12. DISCLOSURES
- 13. 4 P’s OF DISCLOSURE Prominence Presentation Placement Proximity
- 15. Simply posting a picture of a product in social media, such as on Pinterest, or a video of you using it could convey that you like and approve of the product. If it does, it’s an endorsement and that needs to be disclosed. “ “ - Federal Trade Commission
- 17. 17 Putting #spon directly after the link might confuse consumers and make it less likely that they would understand that it is a disclosure. “Ad:” at the beginning of a tweet or similar short-form message should inform consumers that the message is an advertisement.
- 19. FREE CLAIMS
- 20. 20
- 21. GUARANTEES
- 22. GUARANTEED APPROVAL WHEN YOU APPLY! That’s right! You are guaranteed approval when you apply for the ACME Travel Rewards Credit Card. I have it and I love it! I’ve been able to travel to so many places with this card and I recommend it to all of my friends, family and my readers, of course. Get your card today!
- 24. We have compiled the top 10 most popular vegan bags for our fashionable, leather-averse, animal-loving readers. We know it can be hard to find a bag you love in this leather-ruled world so we wanted to make it easy for you!
- 25. MADE IN THE USA
- 26. 26
- 27. JEWELRY
- 28. 28
- 29. MONITORING
- 30. Subnetwork links
- 31. BEST PRACTICES Ensure the marketing message is complete and accurate All text is large enough to read Wording and format are understandable All information is located where the consumer can be expected to look Conduct your own focus group Have substantiating evidence to support your stance Avoid the use of Asterisks (*) Limited Time Offers- must have end date
- 32. THANK YOU