The Federal Trade Commission is paying more attention to paid product reviews on social media, however, its guidance on Facebook or Twitter endorsements remains unclear. The rules for social media promotion have marketers confused and in a social media or endorsement campaign through a third-party agency, the FTC said that the company is ultimately responsible for anything that goes awry.
“The key takeaway is that advertisers need to put themselves in the shoes of the consumer to be sure all information relating to the credibility of the speaker is present,” said attorney Anthony DiResta.
READ: FTC's Social Media Promotion Guide Has Marketers Confused (subscription may be required)
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