Ethics, FTC, and Native Advertising By Phil Gomes

Ethics,  FTC,  and  Na0ve  Adver0sing  

Phil  Gomes  Senior  Vice  President  

Edelman  @philgomes  

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Or…  

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Mr.  Phil  Goes  To  

Washington!  3  

T.I.N.L.A.    

I.A.N.A.L.  4  

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“Frightened  pilots  at  the  controls  of  a  vast  machine  they  cannot  understand,  calling  in  experts  to  tell  them  what  buQons  to  push.”  

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There  is  no  “one  best  way  for  disclosure”  online.  

The  old  days  were  easier.    

Industry  Panel  “Not  a  problem.”    “Too  many  organiza0ons  have  too  much  to  lose  if  they  try  to  deceive  an  audience.”    “Disclosure  is  a  simple  maQer.”    “Nothing  new.  Just  like  advertorials,  right?”  

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Industry  Panel  P&G:  “Transparency  is  a  brand-­‐building  impera0ve.”    Hearst:  “Is  it  something  that  someone  would  share,  or  is  it  exploita0ve?  Is  it  just  a  check?”  

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Academic/Expert  Panel  “‘Disclosures,’  aren’t.”    “What  is  ‘sponsorship,’  anyway?”    “‘What’s  this?’  is  sneaky.”    “Look  at  your  thumb!”  

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Thoughts  from  FTC  FTC  has  pursued  cases  where  misunderstanding  of  disclosure  was  as  low  as  5%.      “Disparate  impact”  standard  factors  into  disclosure  evalua0on.      The  FTC  does  not  have  to  prove  an  intent  to  deceive.  

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FTC  SFll  Must  Address  Its  Double  Standards  

Do  well  by  doing  good.  

You  are  not  the  measure  of  “disclosure.”  

Surprise!  Marketers  and  communicators  can/must/will  lead  the  ethics  discussion.  

Maintain  user  experience.  

Be  vigilant  against  over-­‐use.    18  

Ethics,  FTC,  and  Na0ve  Adver0sing  

Phil  Gomes  Senior  Vice  President  

Edelman  @philgomes  

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