FTC regulates corporate use of blogs and social media. Are you effected?

[BuzzNumbers]

On October 5th the Federal Trade Commission issued its final revised guidelines concerning the use of endorsements and testimonials in advertising. These guidelines will see any US Owned organisation responsible for monitoring paid and incentivised endorsements closely, and will also put similar requirements on bloggers. Source

Revised advertising rules issued by the agency broadly extend the concept of endorsements and testimonials to include as sponsored advertising all sorts of loose new media relationships that are increasingly used in place of traditional radio and television advertising and paid endorsements. These rules fundamentally change the legal and regulatory landscape for Web 2.0 marketing and should be studied carefully by bloggers, marketers and online advertising agencies, all of whom will now have to contend with new compliance obligations. Violations are punishable by civil penalties of up to $11,000 per violation.

These new rules also apply to Australian businesses who have headquarter leadership from this US. At BuzzNumbers we are capable of ensuring your organisation is able to track online word of mouth and ensure that your risk of falling under violation is limited.


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