blogpaws 2010 - product reviews: mary engle
TRANSCRIPT
Product Reviews – the FTC’s Perspective
BlogPaws 2010April 10, 2010
Mary K. EngleAssociate Director for Advertising Practices
Federal Trade Commission
What Is the FTC?
Nation’s consumer protection agency
Small, independent agency of 1,100 employees -- lawyers and economists
Enforce truth-in-advertising, antitrust laws
FTC Advertising Law 101
Federal Trade Commission Act, Section 5:
Prohibits deceptive commercial practices
Ads must be truthful and substantiated
Ads are deceptive if they are likely to mislead consumers about something important to decision to use/purchaseExpress and implied claims be
misleading
FTC Endorsement Guides
The Guides are interpretations of the law – that is, they explain how the FTC would apply Section 5 of the FTC Act to particular uses of endorsements and testimonials in advertising
They are not rules or regulations
There are no fines associated with them
What Is an Endorsement?
An endorsement is any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a person or organization other than the sponsoring advertiser
Statements are perceived to represent the personal views of the speaker
What the Endorsement Guides Say
Endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser
When an advertiser and an endorser have a relationship that consumers wouldn’t reasonably expect (a “material connection”), the relationship should be disclosedConsumers reasonably may judge what someone
says differently depending on whether speaker is independent from the seller
Consumers wouldn’t normally expect that another consumer has been compensated to talk to them about a product
Principles apply to . . . Viral
Marketing
Stealth Marketing
Blog Advertising
Blogs (and Flogs)
And . . .
Buzz Marketing
Viral Video
And . . .
Social Networking Sites
As well as . . .
Who Is an Endorser?
The FTC is not concerned with independent, unsolicited, unpaid consumer promotions or product reviews
These types of product promotion are not likely to present issues under the FTC Act
But when consumers are endorsing products as part of an advertiser’s social media marketing campaign, then the endorsement may become marketing subject to the FTC Act
Independent Product Review – social networking, personal blog
exampleA cat lover has a blog where she writes
regularly about her cats’ anticsThe blog mentions a new tick medicine she
has tried and how it has kept her cat tick-freeThe blogger updates her social networking
page to say how great it is to finally find tick medicine that worksThe blogger received the medicine for free during a
recent visit to a pet store, as part of a sampling program
The blogger received the medicine for free because she got a coupon in the Sunday newspaper
Because there is no relationship between the cat lover and the tick medicine marketer, she doesn’t need to say she received the medicine for free
Sponsored Product Review – social networking, personal blog
example
A cat lover has a blog where she writes regularly about her cats’ antics
The blog mentions a new tick medicine she has tried and how it has kept her cat tick-free
The blogger updates her social networking page to say how great it is to finally find tick medicine that worksThe tick medicine was sent to the blogger free of
charge by a marketer reaching out to potential influencers
Because it wouldn’t be obvious to the cat lover’s readers that she received the medicine for free from the marketer, this fact should be disclosed – on both her blog and her social networking page
Context Matters
Is the connection between the reviewer and the marketer obvious from the context?
Independent product review sites/articles, whether online or offline: When audience reading product review
article or visiting product review website understands the relationship between the reviewer and the marketer (that the reviewer didn’t buy the products she’s reviewing), disclosure is not needed to avoid deception
Free Products – product review site example
A dog groomer has a blog devoted to the review of a variety of pet care products
Product manufacturers regularly send the blogger free samples in the hope she will write about them
The blogger writes a favorable reviewGiven the blog’s nature as a product
review site, it’s obvious to readers that the blogger doesn’t pay for the products she reviews
The blogger does not need to disclose that she received the products free of charge
How Should Material Connections Be Disclosed?
Disclosure should be part of the message so it can’t be missed. E.g.:ABC Co. sent me this productI was given this product to try by ABC
Co.On Twitter: #paid, #ad
Word of Mouth Marketing Association has a Social Media Marketing Disclosure Guide
Wrapping Up
Value of social media marketing depends on transparency of relationships
FTC will rely on complaints to decide what practices to investigate
FTC enforcement will focus on advertisers, agencies – not individual bloggers, brand ambassadors