socialmedian: What do the “FTC Guides re: the Use of Endorsements and Testimonials” mean for Social Media Marketers?

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What do the “FTC Guides re: the Use of Endorsements and Testimonials” mean for Social Media Marketers?

Submitted by Anulman from Google Reader

Oct 06, 2009

Summary

Yesterday the FTC issued its “Guides Concerning the Use of Endorsements and Testimonials in Advertising“. This is the new regulation that covers social media and word of mouth marketing.

As you know, I have been a leading advocate for ethics in word of mouth. After a detailed read of the document, I can say: I’m thrilled with the result.

It is important to note that many members of the social media community have treated this issue as a matter of opinion or intellectual debate. We can all now be clear that proper social media ethics are a matter of law, not personal preference.

Here is my analysis of the regulations:

Introductory Notes

I am not a lawyer, and this is not legal advice.

I am CEO of the Social Media Business Council. These statements do not reflect the opinions of the group or its members. The Council is not a policy organization and does not issue positions on legal or policy issues. I am proud of the work our members have done on this topic, particularly our Disclosure Best Practices Toolkit.