21 Jan 10 7:24 pm
I'm really late to this blog, and probably late with this information. But, here goes...
What I know is that:
1) The FTC rulings are what we are accountable to. An opinion or interpretation by someone who is not an attorney or the FTC cannot be relied upon to excuse us if we screw up.
2) To reduce our risk and liability, we must read, understand, and follow the rules of the government agency that regulates the type of activity we engage in.
That said, I went hunting and found some helpful information from the horse's mouth, and thought I'd post it. I'll be glad if someone finds it helpful.
A. From FTC, an easy to read & understand guide about DotCom disclosures, with pictorial explanations in the appendix:http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus41.pdf
B. Advertising and Marketing on the Internet: Rules of the Road is a summary of rules affecting IM and where to find the official documents:http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus28.shtm
C. FTC Publishes Final Guides Governing Endorsements, Testimonials; Changes Affect Testimonial Advertisements, Bloggers, Celebrity Endorsements, an informative post:http://www.ftc.gov/opa/2009/10/endortest.shtm
Above, Superaff posted the FTC link to their Notice. That is
a lengthy discourse on the reasoning behind the rule changes and extensions.
D. Here is the Official Guide, only 12 pages and very understandable, containing and explaining the actual rules that came out of that reasoning process, and that we marketers are expected to be familiar with:http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf
Hope this help clear things up.