Straight from the source! In this episode, I interview Michael, a lawyer with the Federal Trade Commission, who clarifies when and how influencers should disclose their material connections with brands. This is a MUST LISTEN episode, especially if you’re new to the world of influencer marketing.
Michael Ostheimer is a senior consumer protection attorney in the FTC’s Division of Advertising Practices. He has over 28 years of experience investigating and prosecuting deceptive and unfair advertising practices and developing the FTC’s advertising policies. Mr. Ostheimer played a lead role in revising the FTC’s 2009 Endorsement Guides (as well as related materials) to reflect developments such as blogging and social media. He also played a key role in developing the FTC’s 2013 business guidance document on how to make disclosures to consumers in digital advertising (including in the mobile marketplace and on social media platforms). Throughout his career, Mr. Ostheimer has brought numerous enforcement cases involving weight loss, dietary supplement, food, high-tech and online products and tobacco advertising and engaged in extensive negotiations with a wide range of advertisers. Mr. Ostheimer also spent four years as a Counsel to the Director of the Bureau of Consumer Protection, providing advice on a wide range of consumer protection matters. He has participated in numerous webinars on endorsement and disclosure issues organized by the private bar and testified regarding the FTC’s disclosure requirements in litigation.
- What do content creators need to keep in mind when disclosing?
- Why #gifted and #hosted are not appropriate disclosures.
- Will the FTC ever bring cases against content creators?
Mentioned in this Episode:
- The FTC Endorsement Guides
- The FTC’s Endorsement Guides: What People Are Asking
- Disclosures 101 for Social Media Influencers
- Email the FTC: email@example.com
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