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BlogPaws 2010 West - FTC Product Review Guidelines - Mary Engle

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The document summarizes the Federal Trade Commission's (FTC) perspective on product reviews and endorsements. It discusses how the FTC acts as the nation's consumer protection agency and enforces truth in advertising. The FTC requires that endorsements reflect honest opinions and any material connections between advertisers and endorsers must be disclosed. Context matters and independent reviews may not require disclosure while sponsored reviews of products sent for free would. The FTC focuses on transparency and will investigate complaints against advertisers.

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Product Reviews – the FTC’s Perspective BlogPaws 2010 West September 10, 2010 Mary K. Engle Associate Director for Advertising Practices Federal Trade Commission
What Is the FTC? ,[object Object],[object Object],[object Object]
FTC Advertising Law 101 ,[object Object],[object Object],[object Object],[object Object],[object Object]
FTC Endorsement Guides ,[object Object],[object Object],[object Object]
What Is an Endorsement? ,[object Object],[object Object]
What the Endorsement Guides Say ,[object Object],[object Object],[object Object],[object Object]
Principles apply to . . . ,[object Object],Stealth Marketing
Blog Advertising Blogs (and Flogs) And . . .
Buzz Marketing Viral Video And . . .
Social Networking Sites As well as . . .
Who Is an Endorser? ,[object Object],[object Object],[object Object]
Independent Product Review – social networking, personal blog example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sponsored Product Review – social networking, personal blog example ,[object Object],[object Object],[object Object],[object Object],[object Object]
Context Matters ,[object Object],[object Object],[object Object]
Free Products – product review site example ,[object Object],[object Object],[object Object],[object Object],[object Object]
How Should Material Connections Be Disclosed? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Ann Taylor LOFT example ,[object Object],[object Object],[object Object],[object Object]
Wrapping Up ,[object Object],[object Object],[object Object]
Thank You! ,[object Object]

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