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FTC Guides for Endorsements and Testimonials in Advertising

Gain an understanding of why regulations from the FTC are so meaningful when dealing with endorsements and testimonials in advertising.

Influencer marketing, native advertising and other forms of viral marketing via social media have emerged as some of the most popular and dynamic tools available to advertisers today to engage consumer audiences. The Federal Trade Commission (FTC) has become increasingly active in seeking to regulate how advertisers and influencers can effectively and legally communicate with the consuming public. By issuing revised Guides Concerning the Use of Endorsements and Testimonials in Advertising, by bringing (and settling) a series of enforcement actions against brands, agencies and the influencers themselves, and by sending letters to those using influencer advertising, the FTC has sought to make it clear that is expects clear disclosures of material connections in compliance with the endorsements rules and other FTC principles. This information will review definitions in the guidelines set by the FTC on influencer marketing; the FTC's expectations for influencer disclosures, monitoring and training by advertisers; and the breakdown on several legal cases where companies and/or influencers have been penalized. Review recent warnings and announcements by the commission on "naughty" and "nice" words; what native advertising means, and when disclosures are required in content. Learn best practices on how to comply with the rules across social media channels and different types of advertising.

88 minutes
Certificate of Completion
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Why Lorman?

Over 34 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

What Is the Big Deal?

  • What Are the FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising?
  • What Do We Mean When We Talk About Disclosure of Material Connections?

Why Is This My Problem?

  • Who Is Enforcing the Law?
  • Who Are the Targets?
  • What Are the Potential Penalties?

When Do I Have to Disclose?

  • Lord and Taylor
  • Warner Bros.
  • Instagram® Letters

Where Do I Disclose?

  • Disclosures Need to Be Clear and Unavoidable
  • Will the Social Media Platform Widgets Be Enough?

How Do I Disclose? What Do I Need to Say?

  • Naughty and Nice List
  • FTC Guidance

Is There Anything Else I Need to Worry About?

What Are the Government's Expectations for Compliance?

  • Monitoring
  • Enforcement
  • Influencer Agreements
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Why Lorman?

Over 34 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Course

Applications have not yet been submitted for Delaware, Idaho, Kentucky, Maine, New Hampshire, Ohio, Oklahoma, South Carolina, and Wyoming CLE for this course. However, if you are interested in obtaining CLE for any of the listed states or have any additional credit questions please email us at [email protected] or call us at 866-352-9540.

This course was last revised on March 14, 2019.

Call 1-866-352-9540 for further credit information.

  • CA MCLE 1.5
     
  • Lorman Business Center, LLC. is a State Bar of California approved MCLE sponsor and this course qualifies for 1.5 CLE hours of participatory credit.
     
  • WA CLE 1.5
     
  • This program has been approved by the Washington State Board of Continuing Legal Education for 1.5 hours of A/V credit under the Law & Legal Procedure category.
     

To earn each credit Lorman offers through the OnDemand learning platform, you need to watch 100% of the program. Also, for certain credits you will need to fulfill additional requirements which will be displayed on the "credits" tab when viewing the course.

This program does NOT qualify, nor meet the National Standard for NASBA accreditation.

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Why Lorman?

Over 34 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Melissa Landau Steinman

Melissa Landau Steinman

Venable LLP

  • Partner in the Washington, D.C. office of Venable LLP
  • Assists companies advertising and marketing their products via traditional and online channels, and advises clients on the federal and state laws applicable to marketing, consumer protection and consumer product safety, with a focus on social media advertising and promotions, including sweepstakes, contests, gift cards, free gifts, coupons and rebates, loyalty programs and advertising to children
  • Has a unique understanding of the law of prize promotions, digital media, and federal and state regulatory law in the U.S. and abroad has led to engagements with a diverse clientele that includes some of the world's largest and most prominent consumer products and services companies; retailers and hospitality providers; media and gaming companies; entertainment personalities; and nonprofits and charitable entities
  • Conducts regular seminars and workshops on social media advertising and marketing, sweepstakes and promotions, loyalty programs, and running global ad campaigns
  • Frequent speaker and writer on topics like social influencers, sweepstakes, gaming, gift cards, loyalty programs, and advertising and promotions on social media
  • Member of the Global Advertising Lawyers’ Alliance, and served two terms as a member of the board of directors of the Brand Activation Association, now part of the Association of National Advertisers
  • Wrote and edited her own Guide to Federal and State Regulation of Advertising, and contributed to the American Bar Association's Consumer Protection Law Developments and Consumer Protection Law Handbook, BAA’s Promotion and Marketing Law (8th ed.), and Globe Law and Business’ International Advertising Law
  • J.D. degree, Harvard Law School; B.A. degree, Columbia University
  • Can be contacted at 202-344-4972 or [email protected]
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Why Lorman?

Over 34 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

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  • OnDemand Courses
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  • State Specific Credit Tracker
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Questions? Call 877-296-2169 to speak with a real person.

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Product ID: 404416
Published 2019
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