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	<title>Liza Barry-Kessler &#187; ftc testimonials</title>
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	<description>Social Media Law &#38; Privacy/Data Security Compliance</description>
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		<title>FTC Guidelines for Ads Now Apply to Social Media</title>
		<link>http://www.privacycounsel.net/2009/10/05/ftc-guidelines-for-ads-now-apply-to-social-media/</link>
		<comments>http://www.privacycounsel.net/2009/10/05/ftc-guidelines-for-ads-now-apply-to-social-media/#comments</comments>
		<pubDate>Mon, 05 Oct 2009 20:02:14 +0000</pubDate>
		<dc:creator>Liza</dc:creator>
				<category><![CDATA[federal action]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[twitter]]></category>
		<category><![CDATA[blog with integrity]]></category>
		<category><![CDATA[blogger disclosure]]></category>
		<category><![CDATA[facebook]]></category>
		<category><![CDATA[ftc]]></category>
		<category><![CDATA[ftc advertising]]></category>
		<category><![CDATA[ftc endorsements]]></category>
		<category><![CDATA[ftc guides]]></category>
		<category><![CDATA[ftc testimonials]]></category>
		<category><![CDATA[mommybloggers]]></category>
		<category><![CDATA[payola]]></category>
		<category><![CDATA[sponsored blogger]]></category>
		<category><![CDATA[sponsored tweets]]></category>

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		<description><![CDATA[Today the Federal Trade Commission published final revisions for its Guides Concerning the Use of Endorsements and Testimonials in Advertising [81 page pdf], which now explicitly includes bloggers and other forms of &#8220;new media.&#8221; Based on comments submitted to the FTC when it published the Guides revisions as a proposal: [T]he Commission is setting forth a construct for analyzing whether or not consumer-generated content falls within the definition of an endorsement in Section 255.0(b) of the Guides. The Commission will, of course, consider each use of these new media on a case-by-case basis for purposes of law enforcement, as it does with all advertising. That construct focuses on this fundamental question: [I]n disseminating positive statements about a product or service, is the speaker: (1) acting solely independently, in which case there is no endorsement, or (2) acting on behalf of the advertiser or its agent, such that the speaker’s statement is an “endorsement” that is part of an overall marketing campaign? The specific set of facts that the FTC will examine when considering enforcement actions include: whether the speaker is compensated by the advertiser or its agent; whether the product or service in question was provided for free by the [...]]]></description>
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