New FTC Guidelines for Endorsements – No Change in Radio Station Requirements
Tuesday, March 23rd, 2010By the RadioActive Media Team
The buzz about the change in the new FTC guidelines for the notification of endorsements and testimonials hasn’t met with any requests by radio stations accepting commercials from what we’ve seen. It seems to be business as usual. Salem Radio Network, for instance, is neither insisting nor requiring disclaimers in spots.
Stations have a great deal to protect when it comes to the renewal of their licenses with the government, so compliance is high on their radar. In this instance, these new revisions of the guidelines don’t seem to call for any change in operating approval procedures.
Perhaps a key phrase in the release at the FTC site (http://www.ftc.gov/opa/2009/10/endortest.shtm) helps. The explanation that connections (between advertiser and endorsers) “that consumers would not expect” be disclosed may be the reason requirements have not changed when placing commercials for approval.
Note that the guidelines had not been revisited since 1980 and the Internet has greatly changed the playing field of advertisers and endorsers. Bloggers, for instance, have received products for free, written up reviews about them, and not disclosed the freebies.
These guidelines are just that. They are not a binding law, but may serve as a “best practice” for companies seeking to use celebrities, bloggers, and consumer testimonials.
@radioactivemed
