Green business, green careers and job training
Solutions that build smart communities with green careers and sustainable businesses!
HOME
EDITOR'S BLOG
FEATURE ARTICLES
GET STARTED

Save on Career Education through Lorman Education

Our readers are offered a discount on Lorman seminars and courses. Check out their business, management and legal offers at this link to qualify for our discounts. They also offer green business training opportunities. Please visit http://www.lorman.com/training/CaliforniaGreenSolutions for a complete listing of courses. Register online or call Lorman at 866-352-9539.
Home > By DEPARTMENTS > Sales and Marketing

FTC Consumer Protection Guides for Bloggers

The Federal Trade Commission will try to regulate blogging for the first time, requiring writers on the Web to clearly disclose any freebies or payments they get from companies for reviewing their products.

Find green business solutions

FTC Guidelines 2009

The Federal Trade Commission has approved final revisions to the guidance it gives to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.

FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising

This guideline addresses endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. The Guides were last updated in 1980.

Blogging Business

  • General Results Expected...clearly disclose the results that consumers can generally expect
  • Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect. In contrast to the 1980 version of the Guides – which allowed advertisers to describe unusual results in a testimonial as long as they included a disclaimer such as "results not typical" – the revised Guides no longer contain this safe harbor.

  • Material Connections...payments or free products between advertisers and endorsers
  • The revised Guides also add new examples to illustrate the long standing principle that "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.

  • Endorsement Disclosure... is deceptive if it makes false or misleading claims
  • 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. Likewise, if a company refers in an advertisement to the findings of a research organization that conducted research sponsored by the company, the advertisement must disclose the connection between the advertiser and the research organization. And a paid endorsement – like any other advertisement – is deceptive if it makes false or misleading claims.

  • Celebrity Endorsements... both advertisers and endorsers may be liable
  • Celebrity endorsers also are addressed in the revised Guides. While the 1980 Guides did not explicitly state that endorsers as well as advertisers could be liable under the FTC Act for statements they make in an endorsement, the revised Guides reflect Commission case law and clearly state that both advertisers and endorsers may be liable for false or unsubstantiated claims made in an endorsement – or for failure to disclose material connections between the advertiser and endorsers. The revised Guides also make it clear that celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media.

    SOURCE:
    Federal Trade Commmission



    Edited by Carolyn Allen, owner/editor of California Green Solutions
    Green Solution Providers
    Green companies directory
    Submit
    your green solutions - business, nonprofit, government program.
    It's free.
    |

    Share in Social Media

    Sign Up For News & Information
    Subscribe to our free solutions newsletter
    BONUS DOWNLOAD (PDF)
    "Ten+ Tips for Greening Your Office"

    SUBSCRIBE HERE
    Read prior issues: California GreenLines

    Search For Green Solutions

    Custom Search
    Green Career Center
    Green Job Wizard
    Career Certifications Directory

    green job training certifications
    Green Biz Center
    Solutions For Green
    Directory of Green Companies

    Solutions for Alternative Energy

    rose in natural systems
    Green Living Center
    Solutions for Green: Consumers

    Solutions for Remodeling

    Backyard Nature Center

    INSTANT GREEN POLL

    "Knowing is not enough; we must apply. Willing is not enough; we must do." Goethe
    RECENT ARTICLES
    SITE NAVIGATION
    ABOUT US

    Related Green Resources

    Marcom Tips
    Interactive & Video Tips

    Career Resources

    We encourage lifelong learning to support sustainable communities and provide these select resources to help you pursue green and sustainable self-development:

    Lorman Business Training Directory of On-line Business and Compliance Classes

    Green Job Wizard Job and Career Certifications Directory

    Job & Career Resources

    Governance
    Management
    Manufacturing
    Operations
    Facilities
    Transportation
    Finance
    Sales & Marketing
    Human Resources

    Green Economy

    Business Sectors
    Natural Resources

    Solutions For Green

    About Us ~ Privacy Policy
    Contact Us ~ Home

    Text Link Ads

    AD: Place your link here

    ABOUT CALIFORNIA GREEN SOLUTIONS

    We help you green your career, workplace and community by connecting you to quality green, sustainable and high performance resources. California Green Solutions focuses attention on effective solutions that sustain our natural systems. You can support our editorial work by supporting our advertisers and spreading the word about best practices and green solutions.
    California Green Solutions is a publication of Carolyn Allen ~ Copyright ©2006-2030 Carolyn Allen

    B2B | Job Certifications | Alternative Energy | Events | Green Directory | LED Lights | Remodeling |
    CONSUMERS | Backyard Nature | Senior Health | MultiMedia Marketing | Marketing | Networking Events | Japan |