Public Relations Firms Must Bone Up On FTC Regulations Pronto
FTC To PR Firms: “You Can Be Held Liable For Clients’ Deceptive Marketing”
The Federal Trade Commission is on the hunt for public relations firms playing fast and loose with marketing disclosure rules. REMEMBER: Under certain circumstances, PR companies can be held liable for clients’ deceptive and unfair marketing techniques. In the words of the FTC:
“Any party that actively participates in the marketing of products through paid endorsers, including a public relations firm… has the responsibility to make sure that [all appropriate] disclosures are made.” Under certain circumstances, PR companies can be held liable for clients’ deceptive and unfair marketing techniques.
Deceptive Marketing Legal Advice For PR Firms
This article, on PRWeekUs.com, expertly explains the rules regarding pitch and marketing disclosures. To summarize (though definitely give it a read):
- Make sure “adequate disclosures”punctuate all of your marketing materials.
- Disclose all material connections not made evident via the ad itself.
- Make sure you have back-up proof for any scientific or performance claims.
- Public relations companies should remind clients to include the appropriate disclosures on everything – including risk information for regulated industries.
A Law Firm That Works With PR Firms
If you are a public relations firm dealing with an online marketing investigation or legal issue, contact Kelly / Warner Law, today. We maintain a dedicated Internet law practice and, like skilled yachtsmen, we’ve helped countless firms navigate unfamiliar legal waters.