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February 12, 2021
Advertising & Consumer Reviews: Properly Sourcing, Moderating, and Using Consumer Reviews
Consumer reviews are an important source of information that consumers use when deciding what products and services to buy. Advertisers understand this, and as a result, consumer reviews have become an important part of the advertising ecosystem. As a result, regulators and others have asserted that the misuse or mischaracterization can cause serious harm to consumers. In December, the FTC’s closing of its investigation into a consumer review moderation tool both signaled that the misuse of consumer reviews is still a top FTC priority and provided new guidance on best practices for moderating and hosting consumer reviews. Jeffrey A. Greenbaum and Terri Seligman discuss the key issues you need to consider when sourcing and using consumer reviews, and update you on the latest guidance from the FTC and NAD about how to moderate and host them.
The specific topics to be covered include:
- -FTC Endorsement Guide requirements
- -Soliciting consumer reviews
- -Using reviews in advertising
- -Using incentivized reviews and necessary disclosures
- -Getting into trouble using fake reviews
- -Developing claims based on consumer reviews and aggregated reviews
- -The use (and abuse) of reviews on third party sites
- -Properly hosting and moderating consumer reviews on your website
- -Restrictions on prohibiting negative reviews
- -Responding to reviews
- -Tension between regulatory, self-regulatory, and legal standards
1 California General Participatory Credit will be given
1 New York Professional Practice Credit will be given
Presented by: Jeffrey A. Greenbaum and Terri Seligman of the Frankfurt Kurnit Advertising, Marketing & Public Relations Group.
Date: Friday, February 12, 2021
Time: 1:00 p.m.to 2:00 p.m. EST
Where: Webex (Details sent with registration confirmation)
*This program has been approved in accordance with the requirements of the California MCLE Board for a maximum of 1.0 General Participatory Credit. (Note: The content of this course is appropriate for both newly admitted and experienced attorneys (non-transitional and transitional)).
**This program has been approved in accordance with the requirements of the New York State Continuing Legal Education Board for a maximum of 1.0 credit hours in Areas of Professional Practice. (Note: The content of this course is appropriate for both newly admitted and experienced attorneys (non-transitional and transitional)).