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Second Opinion on FTC Changes from a Lawyer

Last week, I posted a response in favor of the Federal Trade Commission’s new endorsement and testimonial in advertising rules.  I understand if you take what I say with a grain of salt (I really hope that isn’t the case). Of course I agree with the new changes because my company (Raidious) wants to help your company with its digital content and we have been preaching the “full disclosure” method since day one.

That is why we asked our friend Michael Wilkins at Broyles, Knight and Ricafort P.C. what he thought of the new changes. This is what he had to say:

“We have not yet had a chance to review all 81 pages of the new guidelines. But, from the news accounts and an initial review of the guidelines, this appears to be a positive development for both consumers and brands. The guidelines are intended to bring more transparency to the world of Internet endorsements, advertising and other marketing. Ideally, consumers will have increased confidence in these types of marketing efforts. Increased consumer confidence means more effective marketing. There is a natural tendency toward suspicion of increased regulation, especially regulation of new media, but these guidelines appear to be a reasonable effort to bring some some control to what is becoming a growing problem that threatens the credibility of the entire industry. Reputable brands and marketers should find these guidelines especially helpful.”

In my book transparency is what all marketers should strive for. If you feel the need to be underhanded or deceitful about the product you are peddling you should find a new product. Marketers have a right to properly portray products for its customers and its company. And now, because of the FTC, that includes bloggers that endorse and review products.

My previous post: Brand Bloggers Get a New Set of Rules

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