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Social Media Ethics

Joe Chernov/ @jchernov

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,1 000 Question

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FTC on

Bl ogger s

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: /C No Consideration Not Endorsement

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: /FTC Impromptu Not Endorsement

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: /FTC Organized Program Endorsement

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All performance claims must be substantiated

/Relationship with marketer brand must be disclose

Four

Key

I s s ues No difference between $ and samples

, , ,Newsfeed lifestream blog Twitter are all the sam

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White

Black&

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oturfing

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Mostly Shades of Gray

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D i d

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disclosed here was a

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A Social Media*Drama

:Act 1 Kim Kardashian joins

“ ”other it girls

’ .in racy Carl s Jrad

*In five

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: !Act 2 She Tweets(… ’ )but where s the disclosure?

d l E

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andal Ensues

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:Act 4 The Plot Twist(Apparently tweet was not , )an ad after all

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:Act 5 The Resolution

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( )Ad

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’ What s sufficient disclosure?

F

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… for clear guidance on proper substantiation

… for specific direction on disclosure language

… for instructions on disclosure placement

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ont

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F

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Honesty of identity

Disclosure of consideration

Disclosure of relationship

Honesty of opinion

Respect for venue

/ &Compliance w FTC COPPA

# #Recommends PAID or SPON

WOMMA

Code

ti

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nnection

C

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ew Copy

/l Gift

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/le Gift

C h

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Cash

l

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ployee

te Net ork

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te Network

ustom

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ustom

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Require disclosure Educate on how

Monitor for itspresence

Act on its absence

Maintain records

5Ti ps

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=Does Contest Consideration?

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What About When You’ Can t

Disclose?

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You must disclose client relationships

/A Note to Agencies Content Partners

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’Don t request a positive review

’Don t demand the removal of negative review

’Don t “ ”favorite negative tweets about competitor

’Don t “ ”vulture for leads on Twitter

’Don t / =forget that clients employers materialrelationship

A Few More Ethical Best Practices