Approximately 800 million people use Facebook, and Twitter
has about 200 million account holders. Add in all of the bloggers and it
becomes crystal clear that social media is more than just a fad. Social media
is being used worldwide to connect old acquaintances, make business referrals,
and market and advertise products and services. Chances are a vast majority of a
company’s employees, customers, potential customers, and competitors access a
social media site on a daily basis. Because social networks amass such huge
audiences, social media is quickly becoming a preferred way for businesses to
tout products and services.
Q: Who regulates the use
of social media as an advertising mechanism?
A: The Federal Trade Commission regulates the use of
endorsements and testimonials in advertising through its published Guides Concerning the Use of Endorsements
and Testimonials in Advertising. These endorsement guides, which have been
in effect for more than 20 years, address endorsements by consumers, experts,
organizations, and celebrities. In fact, FTC revised its endorsement guides in
2009 to include blogs and social networking sites.
Q: What qualifies as an endorsement?
A: Under the guides, an endorsement is “any advertising message
(including verbal statements, demonstrations, or depictions of the name,
signature, likeness, or other identifying personal characteristics of an
individual or the name or seal of an organization) that consumers are likely to
believe reflects the opinions, beliefs, findings, or experiences of a party
other than the sponsoring advertiser, even if the views expressed by that party
are identical to those of the sponsoring advertiser.”
Q: What is the purpose of the FTC’s endorsement
guides?
A: The
FTC’s aim is to ensure that endorsements are truthful and not misleading. Under
the guides, endorsements must reflect the honest opinions, findings, beliefs,
or experiences of the endorser, and not the marketer of the product. To help further
this principle, “material connections” between marketers and endorsers that might
affect the weight or credibility of the endorsement, such as connections that
consumers would not normally expect, must be disclosed.
Q: Don’t these updated regulations only apply
when a sponsoring advertiser pays a blogger or spokesperson, like a famous
celebrity, to tout its products online?
A: No. If there is any
relationship between the endorser and the marketer of the product that might
affect how consumers evaluate the endorsement, the FTC regulations apply and
the relationship should be disclosed. For example, the regulations would apply if
a company’s receptionist wrote on her personal Facebook page a glowing review
of a new product just launched by the company. Because the connection between
the endorser (the receptionist) and the seller of the product (the company)
might affect the weight or credibility of the endorsement, the receptionist’s
employment must be clearly and conspicuously disclosed on her page. If the receptionist
fails to disclose her relationship with the seller, her post would violate the
FTC’s endorsement guides.
Q: What can a business do to avoid violating
the FTC’s endorsement guides?
A: To avoid violating FTC regulations, businesses should educate
their employees about what they can and cannot say and do online. An easy way
to educate employees on how to properly use social media for business purposes
is to adopt a clear, well-written social media policy.
Q: Where can I go to get
more information about the FTC’s Endorsement Guides?
A: Visit the FTC’s website business legal resources page at
http://business.ftc.gov/legal-resources/5/33 for more information.
This “Law You Can Use” column was
provided by the Ohio State Bar Association (OSBA). It was prepared by Alan J. Hartman,
a partner and head of the Technology Practice Group at Dressman Benzinger & LaVelle psc. For more information on a variety
of legal topics, visit the OSBA’s website at www.ohiobar.org. Articles
appearing in this column are intended to provide broad, general information
about the law. Before applying this information to a specific legal problem,
readers are urged to seek advice from an attorney.
Labels: Facebook, social media, Twitter