Добавить новость
Январь 2010Февраль 2010Март 2010Апрель 2010Май 2010
Июнь 2010
Июль 2010Август 2010
Сентябрь 2010
Октябрь 2010
Ноябрь 2010
Декабрь 2010
Январь 2011
Февраль 2011Март 2011Апрель 2011Май 2011Июнь 2011Июль 2011Август 2011
Сентябрь 2011
Октябрь 2011Ноябрь 2011Декабрь 2011Январь 2012Февраль 2012Март 2012Апрель 2012Май 2012Июнь 2012Июль 2012Август 2012Сентябрь 2012Октябрь 2012Ноябрь 2012Декабрь 2012Январь 2013Февраль 2013Март 2013Апрель 2013Май 2013Июнь 2013Июль 2013Август 2013Сентябрь 2013Октябрь 2013Ноябрь 2013Декабрь 2013Январь 2014Февраль 2014
Март 2014
Апрель 2014Май 2014Июнь 2014Июль 2014Август 2014Сентябрь 2014Октябрь 2014Ноябрь 2014Декабрь 2014Январь 2015Февраль 2015Март 2015Апрель 2015Май 2015Июнь 2015Июль 2015Август 2015Сентябрь 2015Октябрь 2015Ноябрь 2015Декабрь 2015Январь 2016Февраль 2016Март 2016Апрель 2016Май 2016Июнь 2016Июль 2016Август 2016Сентябрь 2016Октябрь 2016Ноябрь 2016Декабрь 2016Январь 2017Февраль 2017Март 2017Апрель 2017
Май 2017
Июнь 2017
Июль 2017
Август 2017Сентябрь 2017Октябрь 2017
Ноябрь 2017
Декабрь 2017
Январь 2018
Февраль 2018
Март 2018
Апрель 2018Май 2018Июнь 2018Июль 2018Август 2018
Сентябрь 2018
Октябрь 2018
Ноябрь 2018
Декабрь 2018
Январь 2019
Февраль 2019
Март 2019
Апрель 2019
Май 2019
Июнь 2019
Июль 2019
Август 2019
Сентябрь 2019
Октябрь 2019
Ноябрь 2019
Декабрь 2019Январь 2020
Февраль 2020
Март 2020Апрель 2020Май 2020Июнь 2020Июль 2020Август 2020Сентябрь 2020Октябрь 2020Ноябрь 2020Декабрь 2020Январь 2021Февраль 2021Март 2021Апрель 2021Май 2021Июнь 2021Июль 2021Август 2021Сентябрь 2021Октябрь 2021Ноябрь 2021Декабрь 2021Январь 2022Февраль 2022Март 2022Апрель 2022Май 2022Июнь 2022Июль 2022
Game News |

The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews'

 The FTC looks to crack down on influencers and platforms over 'fake and manipulated reviews'

In 2019, the Federal Trade Commission issued a friendly, easy-to-understand digital booklet called Disclosures 101 for Social Media Influencers, designed to help streamers and influencers understand when and how to disclose their promotional relationships with companies. Now it looks like the FTC is preparing to draw a harder line against "stealth advertising" and endorsement disclosure, as it has voted to consider updating its guidelines against "fake and manipulated reviews."

The FTC has been battling against deceptive online advertising for years. In 2015, for instance, it settled a case against Machinima Inc. over its failure to disclose the fact that it was paying its influencers for promotional videos; a year later, WBIE settled similar charges relating to a Middle-earth: Shadow of Mordor promotional campaign. The ongoing problems helped prompt the creation of the Disclosures 101 primer, but the Endorsement Guides underpinning it were last updated in 2009, a geological span of time in the digital world. Thus, the FTC has proposed changes to its guidelines that "reflect the extent to which advertisers have turned increasingly to the use of social media and product reviews to market their products."

The proposed changes don't just target influencers. The notice of recommended revisions also includes a warning to social media companies that their influencer tools may not be adequate to meet legal requirements, which opens them to potential liability; it also says that companies making use of consumer reviews in promotional materials "should not distort or misrepresent" what people actually think of their products. "Microtargeting" specific audiences will also come under greater scrutiny under the proposed new rules. An example cited in the update notice:

"A social media advertisement promoting a cholesterol-lowering product features a testimonialist who says how says by how much they lowered their serum cholesterol. The claimed reduction greatly exceeds what is typically experienced by users of the product and a disclosure of typical results is required. The marketer has been able to identify from online data collection Spanish speaking individuals with high cholesterol levels who are unable to understand English and microtargets a Spanish-language version of the ad to them, disclosing the typical results in English. The adequacy of the disclosure will be evaluated from the perspective of the targeted individuals."

"Child-directed advertising" is also highlighted as being "of special concern" because children may (and let's be honest, will) react to advertising and influencers differently than adults, regardless of disclosures made. "Practices which would not ordinarily be questioned in advertisements addressed to adults might be questioned in such cases," the FTC said.

"Online reviews and influencer endorsements are ubiquitous on the internet, and they present real and new challenges," FTC commissioner Rebecca Slaughter said during an open commission meeting on May 19. "Unlike yesterday's celebrity endorsers, influencers are often seen as experts in their market, whether that's for fashion, health products, or cutting edge consumer technology.

"Influencers constantly interact with their followers in their market or social niche. These are often relationships of trust and without clear guidelines and responsibilities. They're ripe for commercial exploitation and deception. The new guides make it clear that we intend to investigate breaches of that trust, whether it's by brands manipulating reviews, influencers not disclosing material relationships with companies, or by micro-targeting aimed at deceiving specific groups of consumers."

Image 1 of 6


(Image credit: Federal Trade Commission)
Image 2 of 6


(Image credit: Federal Trade Commission)
Image 3 of 6


(Image credit: Federal Trade Commission)
Image 4 of 6


(Image credit: Federal Trade Commission)
Image 5 of 6


(Image credit: Federal Trade Commission)
Image 6 of 6


(Image credit: Federal Trade Commission)

The updated guidelines will also increase the focus on the role of brands in influencer promotions: There's a real concern about brands using "unsophisticated influencers" and then trying to pawn liability for failure to disclose off on them, Slaughter said. "Brands have a real responsibility to make sure their influencers disclose that relationship."

The proposed changes are aimed at all types of influencers, but the focus on promotional content targeting children could be especially troublesome for platforms like Twitch and YouTube. A 2019 Statista report (via Backlinko) found that 41% of Twitch viewers were aged 16-24, and nearly three-quarters were between the ages of 16 and 34. But younger viewers weren't counted in the survey: 16 was the lowest age included. That makes it impossible to say definitively, but I'd be willing to bet that there are a lot of under-16s watching streamers regularly. In fact, I can think of two right off the top of my head—my nephews, who I'm pretty sure are not outliers in their particular demographic.

The FTC voted unanimously to send the proposed changes to the Federal Register, the office of the US government that contains agency rules, proposed rules, and public notices. Another public event focusing on the ability of children to distinguish and understand advertising content, "and the need for and effectiveness of disclosures to children," is scheduled for October 19.

Читайте также

Израиль захлестнула волна убийств: застрелен брат бывшего мэра Бейт-Джана

Множество незаконных точек с мороженым выявлено на Нижне-Волжской набережной

Cвора бродячих собак пугает абаканцев


Собянин: Комплексная реабилитация Битцевского леса завершится до конца года

Новости тенниса

Game24.pro — паблик игровых новостей в календарном формате на основе технологичной новостной информационно-поисковой системы с элементами искусственного интеллекта, гео-отбора и возможностью мгновенной публикации авторского контента в режиме Free Public. Game24.pro — ваши Game News сегодня и сейчас .

Опубликовать свою новость, реплику, комментарий, анонс и т.д. можно мгновенно — здесь.

Персональные новости

Московские врачи за сутки вылечили 226 человек от коронавируса

Собянин открыл движение по новым эстакадам в ТиНАО

Что изменится в жизни москвичей с 1 июля

Что с сайтом 123ru.net (нас читают и публикуются у нас). Уже более 70 млн. просмотров в мире.