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Law Enforcement Risks for Advertisers, Affiliates, Networks

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Affiliate Summit
Affiliate Summit

We will explore recent state/federal actions, assess legal exposure risks to advertisers, affiliates and networks, and discuss best practices for avoiding and dealing with unwanted regulatory scrutiny.

BusinessTechnologie
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Affiliate Summit West 2010 Law Enforcement Risks for Advertisers, Affiliates and Networks Thomas A. Cohn , Of Counsel, Venable LLP (Moderator) Dean Graybill , Assistant Regional Director, Western Region, Federal Trade Commission David Katz , VP Corporate Development and General Counsel, Cyberplex Inc .
SECTIONS 5 & 12 OF THE FTC ACT ,[object Object],[object Object],[object Object]
WHEN IS AN AD DECEPTIVE? ,[object Object],[object Object],[object Object],WHEN IS AN AD UNFAIR? ,[object Object],[object Object],[object Object]
SAME STANDARDS APPLY TO ALL PRODUCTS SAME STANDARDS APPLY IN ALL ADVERTISING MEDIA
FTC AD LAW BASICS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Clear and Conspicuous:” Effectiveness of Disclosures ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Dot Com Disclosures: FTC Business Education/Guidance [circa May 2000] To make disclosures clear and conspicuous, online advertisers should: ,[object Object],[object Object],[object Object],[object Object]
Dot Com Disclosures - continued: To make disclosures clear and conspicuous, online advertisers should: ,[object Object],[object Object],[object Object],[object Object]
Dot Com Disclosures – continued: To make disclosures clear and conspicuous, online advertisers should: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Dot Com Disclosures – continued: To make disclosures clear and conspicuous, online advertisers should: ,[object Object],[object Object],[object Object],[object Object]
When is a claim deceptive? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Substantiation Basics - know what: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Before disseminating an ad, the advertiser must be able to support all objective claims with: COMPETENT AND RELIABLE EVIDENCE SUBSTANTIATION Advertisers must substantiate all objective performance, efficacy, health, and safety claims — express and implied — with: COMPETENT AND RELIABLE SCIENTIFIC EVIDENCE What would independent scientists with expertise in the field rely on?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],COMPETENT AND RELIABLE SCIENTIFIC EVIDENCE WHAT IT ISN’T WHAT IT IS
FTC Online Advertising Cases: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TESTIMONIALS & ENDORSEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object]
Expert Endorsements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHO MAY BE HELD LIABLE FOR DECEPTIVE CLAIMS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
POSSIBLE CONSEQUENCES OF DECEPTIVE ADVERTISING? ,[object Object],[object Object],[object Object],[object Object],[object Object]
AFFILIATE MARKETING: FTC & STATE AGs ,[object Object],[object Object],[object Object]
AFFILIATE MARKETING: FTC & STATE AGs ,[object Object],[object Object],[object Object]
AFFILIATE MARKETING: FTC & STATE AGs ,[object Object],[object Object]
AFFILIATE MARKETING: FTC & STATE AGs ,[object Object],[object Object]
AFFILIATE MARKETING: FTC & STATE AGs ,[object Object],[object Object]
Top 5 Tips For Affiliates ,[object Object],[object Object],[object Object],[object Object],[object Object]
Top 5 Tips For Merchants/Networks ,[object Object],[object Object],[object Object],[object Object],[object Object]
CONCLUSION: CAVEAT VENDOR! ,[object Object],[object Object],[object Object]
QUESTIONS? ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 

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Law Enforcement Risks for Advertisers, Affiliates, Networks

  • 1. Affiliate Summit West 2010 Law Enforcement Risks for Advertisers, Affiliates and Networks Thomas A. Cohn , Of Counsel, Venable LLP (Moderator) Dean Graybill , Assistant Regional Director, Western Region, Federal Trade Commission David Katz , VP Corporate Development and General Counsel, Cyberplex Inc .
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  • 13. Before disseminating an ad, the advertiser must be able to support all objective claims with: COMPETENT AND RELIABLE EVIDENCE SUBSTANTIATION Advertisers must substantiate all objective performance, efficacy, health, and safety claims — express and implied — with: COMPETENT AND RELIABLE SCIENTIFIC EVIDENCE What would independent scientists with expertise in the field rely on?
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