ethics, ftc, and native advertising by phil gomes
DESCRIPTION
From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Native Ads, Sponsored Endorsements & Paid Posts: Walking The Social Media Minefield. PRESENTATION: Ethics, FTC, and Native Advertising - Given by Phil Gomes, @philgomes of @EdelmenDigital. #SMX #12BTRANSCRIPT
Ethics, FTC, and Na0ve Adver0sing
Phil Gomes Senior Vice President
Edelman @philgomes
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Or…
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Mr. Phil Goes To
Washington! 3
T.I.N.L.A.
I.A.N.A.L. 4
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“Frightened pilots at the controls of a vast machine they cannot understand, calling in experts to tell them what buQons to push.”
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There is no “one best way for disclosure” online.
The old days were easier.
Industry Panel “Not a problem.” “Too many organiza0ons have too much to lose if they try to deceive an audience.” “Disclosure is a simple maQer.” “Nothing new. Just like advertorials, right?”
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Industry Panel P&G: “Transparency is a brand-‐building impera0ve.” Hearst: “Is it something that someone would share, or is it exploita0ve? Is it just a check?”
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Academic/Expert Panel “‘Disclosures,’ aren’t.” “What is ‘sponsorship,’ anyway?” “‘What’s this?’ is sneaky.” “Look at your thumb!”
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Thoughts from FTC FTC has pursued cases where misunderstanding of disclosure was as low as 5%. “Disparate impact” standard factors into disclosure evalua0on. The FTC does not have to prove an intent to deceive.
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FTC SFll Must Address Its Double Standards
Do well by doing good.
You are not the measure of “disclosure.”
Surprise! Marketers and communicators can/must/will lead the ethics discussion.
Maintain user experience.
Be vigilant against over-‐use. 18
Ethics, FTC, and Na0ve Adver0sing
Phil Gomes Senior Vice President
Edelman @philgomes
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