You're Invited: "Advertising And Consumer Reviews" Webinar

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Consumer reviews are an important source of information that consumers use when deciding what products and services to buy.

United States Media, Telecoms, IT, Entertainment

On February 12, 2021, Frankfurt Kurnit's Advertising Group is hosting a webinar, "Advertising & Consumer Reviews -- Properly Sourcing, Moderating, and Using Consumer Reviews." The webinar will be from 1:00 p.m. to 2:00 p.m. ET.

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 of consumer reviews 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.

Jessica Carballo, Terri Seligman, and I will discuss the key issues you need to consider when sourcing and using consumer reviews, and will update you on the latest guidance from the FTC and NAD about how to moderate and host them. The specific topics to be covered will be:

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

For more information, and to register, click here. We hope you will join us!

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