Lawyer Article
FTC Revised Guidelines on Endorsements & Testimonials: Ignorance Is Not Bliss
February 5, 2010
We had a question about product placement ~ the agency is asking for placement inside of programming or banter conversation instead of purchasing a live endorsed :30 or :60. Our belief is that we would need any DJ endorsement on a log with record of cost, payment, etc. Am I correct on that? I know the agency is trying to think outside the box, and I don’t want to send a message back to them that other radio stations are not sending.
Kudos to the agency and the advertiser for thinking outside the box at a time when traditional advertiser supported programming is being challenged as the standard model in a multi-channel programming world for both video and audio. Agencies are looking for new ways to convey advertising messages, such as with product placements.
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About Gregg Skall
Mr. Skall actively represents telecommunications companies in domestic and international telecommunications enterprises in their regulatory matters and business dealings. Mr. Skall regularly represents broadcasting stations in their regulatory dealings with the Federal Communications Commission in their commercial business dealings.
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