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US: How to avoid the FTC not “liking” your next campaign

clotheschopBEThe US Federal Trade Commission is clamping down on native advertising and the use of endorsements on social media. This article, first published in Managing IP, outlines a settlement which provides a number of lessons for brand owners.

As advertisers are relying more heavily on social media platforms to create buzz around new products and services, a settlement with the Federal Trade Commission has called cutting edge promotional techniques into question. In 2016, the FTC announced a settlement with department store chain Lord & Taylor for its allegedly deceptive use of native advertising in a multi-pronged online and social media campaign. This article explores how advertisers use social media and native advertising to reach consumers and how the Lord & Taylor settlement can assist advertisers as they consider how to structure social media advertising campaigns so as not to prompt the FTC to “dislike” the campaign – and bring an action.

Read the full article, originally published by Managing Intellectual Property here