Transcript Intro to Marketing Mr. Bernstein Definition of an Endorsement

Intro to Marketing
Mr. Bernstein
Endorsements
October 14, 2014
Intro to Marketing
Mr. Bernstein
Definition of an Endorsement
AKA Testimonials, an Endorsement is a public approval
of a good or service
Can be TV, radio, signage, social media, or other media
FTC definition:
“Any advertising message that consumers are likely
to believe reflects the opinions, beliefs, findings, or
experience of a party other than the sponsoring
advertiser.”
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Intro to Marketing
Mr. Bernstein
Definition of an Endorsement
FTC guidelines:
1. Must always reflect the honest opinions, findings,
beliefs or experiences of the endorser.
2. The endorser must have real experience with the
product.
3. May not contain any deceptive or misleading
statements, and must be substantiated by the
advertiser.
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Intro to Marketing
Mr. Bernstein
Definition of an Endorsement
FTC guidelines:
4. Endorsements may not be presented out of context
or reworded so as to distort the endorser’s opinion.
5. The endorser must use and continue to use and
believe in the product as long as the endorser is used in
the advertisements.
6. If the product changes in any way, the company must
notify the endorser, who must continue to use and
believe in the new or revised product.
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Intro to Marketing
Mr. Bernstein
Enforcement of FTC Guidelines
Case study:
http://www.technologylawsource.com/2014/04/arti
cles/privacy-1/ftc-warns-of-endorsement-guidelinesviolation-risk-presented-by-hashtag-promotions/
Summary: FTC issues warning shot at “Hashtag
Promotions” where prizes are awarded to
contestants who post content that may not be
recognized as paid advertising
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