Klick Health

FTC follows FDA: Likes are endorsements

Editor

in
Read More

The FTC has issued guidance in its Endorsement FAQ that likes, shares, and comments are considered endorsements and marketers who encourage them may trigger the need for disclosure on the part of the endorser. The FTC talks about space-limited tools and calls out the Facebook "like" buttons and has this to say:

Advertisers shouldn’t encourage endorsements using features that don’t allow for clear and conspicuous disclosures.

A strict reading of the FAQ indicates that the FTC wants all companies in the US, not just pharmaceutical manufacturers, to refrain from encouraging consumers to use space-limited social media to show their support. In other words marketers can’t ask consumers to “like” their page.

like-share-comment

Further to this, the FTC seems to be saying that since some social media users will receive rewards for being influential, marketers can’t ask anyone to like their page.

Other guidance, both updated and pre-existing, in the updated FAQ includes:

Working against the strict interpretation of the FAQ is that it almost reads like a stream of consciousness and questions itself:

However, we don’t know at this time how much stock social network users put into “likes” when deciding to patronize a business, so the failure to disclose that the people giving “likes” received an incentive might not be a problem.

Source: FTC FAQ

More About the Author

Klick Wire

This is the Klick Wire blog account. Here you will find archived versions of all your favorite Klick Wire stories. To get these stories delivered to your inbox every week, use the sign up form at the bottom of this page.

More from this author

Go from news to action. Klick Wire

Weekly Digital Health Newsletter

Klick Health will NEVER spam you. Read our privacy policy

Thank you! You're now signed up to get the Klick Wire every week - news from the world of digital health marketing.

Sorry there seems to be a problem. Please try again later.