Manatt is pleased to sponsor the American Conference Institute's 2nd Annual Digital Advertising Compliance: Sweepstakes, Social Media and Promotions Summit taking place September 9-11, 2013, at the DoubleTree Suites by Hilton Times Square in New York.
Linda Goldstein, Partner and Chair of Manatt's Advertising, Marketing & Media Division, will participate in the panel discussion, "Making Effective Disclosures in Digital Advertising: Integrating the FTC's Updated .com Disclosures and Endorsement Guidelines."
The topics being covered include:
- Abiding by the same consumer protection laws as traditional media advertisers
- Ensuring that the disclosure is clear and conspicuous on all devices and platforms that consumers may use to view the ad
- Exploring how to follow the updated guidelines, given the limitations of various platforms and gadgets
- Advising clients to avoid using hyperlinks for disclosures that involve product cost or certain health and safety issues
- labeling unavoidable hyperlinks as specifically as possible
- Taking added precautions with "share" functionality to avoid running amok of testimonial guidelines and material relationship disclosure requirements
- Contracting with celebrity endorsers and determining how specific the endorser will be when tweeting and posting claims
- working a social media component into endorsement deals
- Creating an atmosphere of transparency
- disclosing not only employee affiliation, but third party affiliations as well
- sponsored blogs
Forcing bloggers to abide by the FTC's Endorsement and Testimonial guidelines
- implementing independent blogger contracts
Analyzing enforcement actions for disclosure requirement violations and what is triggering FTC investigations
- Minimizing your liability when you are unaware of postings
- Understanding your obligation to monitor what bloggers are doing and what they are saying
- Investigating potential product hazards that are posted on social media sites
For more information about this conference, click here.