FTC taking on social marketing deceptive practices

The Federal Trade Commision (FTC) is looking at proposed changes to deceptive marketing practices in social marketing. At issue are additions and modifications now under consideration in the FTC’s, “Guides Concerning the Use of Endorsements and Testimonials.” Final ruling on the Guides is expected sometime later this summer or early fall. Behind the proposed changes is the 10 Commandments of commercial marketing as found in Section 5 of the FTC Act which discusses false or deceptive practice. A blogger, citizen journalist, activist, third party social marketor or spokesperson’s failure to disclose a fact or event that could alter the consumer’s decision regarding a product or service terms could be found liable if promoting or despariging a product or service.

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