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Native Ads Being Watched Closely Again By The FTC

Discussion in 'Online Marketing and Advertising' started by T J Tutor, May 10, 2016.

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  1. T J Tutor

    T J Tutor Member

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    The FTC is ramping up again with its objections and monitoring of native ads.

    According to the article on PaceDM
    by Micahael Levanduski 04-19-2016

    "The FTC has issued a statement to fashion giant Lord & Taylor concerning their use of native ads and paid promotions on social media outlets. While the statement was directed specifically at this one company, the contents can be applied to anyone using this type of marketing for their businesses.

    The statement comes shortly after Lord & Taylor settled charges from the FTC stating that they did not properly disclose the fact that certain posts were actually advertisements.
    "

    We all need to be certain that our native advertising is identified as an advertisement. That's exactly what L&T got nabbed for. Their native ads were not being identified as ads. All of us need to get on the bandwagon with this. Anytime we run these types of campaigns, be sure to verify that they are being displayed with a note above the ad (this is where the FTC wants to see the identifier) that denotes the content as an advertisement.

    "As the FTC continues to crack down on social media and native advertising, it is quickly becoming clear just how important it is to use the proper phrasing to avoid the attention of the regulatory agency. Some marketers continue to try to walk the line between compliance and getting potential customers to read and be influenced by an ad. Over time, this is likely going to backfire on companies of all sizes."

    This should not stop you, or deter you, we as business people just need to be sure we play the game by following the government policies of the countries we market to.
     
    azgold likes this.
  2. azgold

    azgold Moderator MVP Member

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    Somehow, I missed this thread when it was posted.

    Thanks for the info, @T J Tutor . Keeping up with all the changes from all the online platforms can be difficult, so news postings like this one are especially good to bring attention to what we have to adjust to stay compliant.

    I'm sure ignorance of the law wouldn't fly with the FTC.
     

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