Unraveling Multimodality with Large Language Models.pdf
Oprah Flogs and the FTC: Hot Legal Topics 2010
1. OPRAH, FLOGS & THE FTC HOT TOPICS 2010 Pete Wellborn Wellborn, Wallace & Woodard, LLC www.wellbornlaw.com Bennet Kelley Internet Law Center www.internetlawcenter.net
2. AFFILIATE SUMMIT WEST 2010 LAS VEGAS, NEVADA OPRAH, FLOGS & THE FTC: HOT TOPICS 2010 Affiliate Programs
67. Claims Must Be True As Stated Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255 )
68.
69. Must Be True “Expert” OpinionGuides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255 )
70.
71. Rule Often Applies Where Endorser Is Not Celebrity or Well-Known Expert.
72. “Connection” May Be Money or Publicity.Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 CFR Part 255 )
73. “FLOGS” (FAKE BLOGS) MATERIAL CONNECTIONS RULE APPLIES TO BLOGS AND FLOGS (EXAMPLES)
74.
75. “Regular Price” means same price, in the same quality, quantity, and service level at which the seller has sold the product in that geographic market or trade area for a reasonably substantial period of time.
76. Ad must be clear. All obligations and conditions set forth at the outset (not the end).
80. Amount and Type of Substantiation/Proof - Type of Product (Health Products = High Level) - Type of Claim - Benefit of Truthful Claim - Cost of Substantiation - Consequences of False Claim - What Experts in Field Say Is Reasonable
81.
82. Amount and Type of Proof Varies (“Anecdotes not enough”)
83. Quality of Evidence (“Competent and reliable”)
84. Totality of Evidence (“Can’t ignore unfavorable”)