What is the difference between sponsored and endorsed

Morals clauses area also appear in divorce judgments or marital dissolution. An example is that when children are present, unmarried adults may not cohabitate. If the morals clause is violated, it may result in:. Sports endorsement contracts cover several important areas that must be agreed to by the brand, athlete, and their counsel.

A sports endorsement contract typically will include the following:. Celebrity endorsements are used with a person who has an established fan following, especially in social media.

Celebrity endorsements are extremely successful and are used frequently to promote brands. Description: A strategic business unit or SBU operates as an independent entity, but it ha.

Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.

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Now the marketer has taken my review and changed it in a way that I think is misleading. Am I liable for that? What can I do? You could, and probably should, complain to the marketer and ask them to stop using your altered review.

You also could file complaints with the FTC, your local consumer protection organization, and the Better Business Bureau. Is there special wording I have to use to make the disclosure? The point is to give readers the essential information.

Do I have to hire a lawyer to help me write a disclosure? What matters is effective communication. Do I need to list the details of everything I get from a company for reviewing a product? What matters is whether the information would have an effect on the weight readers would give your review. And if it is something so small that it would not affect the weight readers would give your review, you may not need to disclose anything. When should I say more than that I got a product for free?

It depends on whether you got something else from the company. For example, if an app developer gave you their cent app for free for you to review it, that information might not have much effect on the weight that readers give to your review. The manufacturer is paying me to try the game and review it.

If you get early access, you can say that, but if you get to keep the game or are paid, you should say so. If I upload a video to YouTube and that video requires a disclosure, can I just put the disclosure in the description that I upload together with the video? No, because consumers can easily miss disclosures in the video description.

Many people might watch the video without even seeing the description page, and those who do might not read the disclosure. What about a disclosure in the description of an Instagram post? When people view Instagram streams, longer descriptions are truncated, with only the first two or three lines displayed. It does not convey the importance, nature, and relevance of the information to which it leads and it is likely that many consumers will not click on it and therefore will miss necessary disclosures.

The disclosures we are talking about are brief and there is no space-related reason to use a hyperlink to provide access to them. The social media platform I use has a built-in feature that allows me to disclose paid endorsements. Is it sufficient for me to rely on that tool?

Not necessarily. It still depends on an evaluation of whether the tool clearly and conspicuously discloses the relevant connection. One factor the FTC will look to is placement. A key consideration is how users view the screen when using a particular platform. For example, on a photo platform, users paging through their streams will likely look at the eye-catching images.

Therefore, a disclosure placed above a photo may not attract their attention. Similarly, a disclosure in the lower corner of a video could be too easy for users to overlook. Second, the disclosure should use a simple-to-read font with a contrasting background that makes it stand out. Ambiguous phrases are likely to be confusing. For example, simply flagging that a post contains paid content might not be sufficient if the post mentions multiple brands and not all of the mentions were paid.

The big-picture point is that the ultimate responsibility for clearly disclosing a material connection rests with the influencer and the brand — not the platform. How can I make a disclosure on Snapchat or in Instagram Stories? You can superimpose a disclosure on Snapchat or Instagram Stories just as you can superimpose any other words over the images on those platforms. The disclosure should be easy to notice and read in the time that your followers have to look at the image.

In determining whether your disclosure passes muster, factors you should consider include how much time you give your followers to look at the image, how much competing text there is to read, how large the disclosure is, and how well it contrasts against the image. You might want to have a solid background behind the disclosure. Keep in mind that if your post includes video and you include an audio disclosure, many users of those platforms watch videos without sound.

Obviously, other general disclosure guidance would also apply. What about a platform like Twitter? How can I make a disclosure when my message is limited to characters?

However, the same general principle — that people get the information they need to evaluate sponsored statements — applies across the board, regardless of the advertising medium. Indeed, if ad is mixed in with links or other hashtags at the end, some readers may just skip over all of that stuff. The person posting in social media could just be thanking a company or brand for providing a great product or service. Depending on the context of the endorsement, it might be clear that the endorser got the product for free and kept it after trying it.

Also, that disclosure might not be sufficient if, in addition to receiving a free product, the endorser was paid. I provide marketing consulting and advice to my clients. Probably not. Such one-word hashtags are ambiguous and likely confusing.

Many consumers are unlikely to know what it means. However, even if the language is understandable, a disclosure also must be prominent so it will be noticed and read. If I write an article sharing my thoughts about the resort destination, how should I disclose the free travel?

The Guides say that disclosures have to be clear and conspicuous. What does that mean? Consumers should be able to notice the disclosure easily. They should not have to look for it. In general, disclosures should be:.

A disclosure that is made in both audio and video is more likely to be noticed by consumers. Disclosures should not be hidden or buried in footnotes, in blocks of text people are not likely to read, or in hyperlinks. Where in my blog should I disclose that my review is sponsored by a marketer? I've seen some say it at the top and others at the bottom. Does it matter? Yes, it matters. Consumers may miss a disclosure at the bottom of a blog or the bottom of a page.

A disclosure at the very top of the page, outside of the blog, might also be overlooked by consumers. My posts, videos, and tweets will be in Spanish. The connection between an endorser and a marketer should be disclosed in whatever language or languages the endorsement is made, so your disclosures should be in Spanish.

When in the review should I make the disclosure? Having it at the beginning of the review would be better. Having multiple disclosures during the video would be even better. Of course, no one should promote a link to your review that bypasses the beginning of the video and skips over the disclosure.

If YouTube has been enabled to run ads during your video, a disclosure that is obscured by ads is not clear and conspicuous. The playthrough — which will last several hours — will be live streamed. Would a disclosure at the beginning of the stream be ok? Since viewers can tune in any time, they could easily miss a disclosure at the beginning of the stream or at any other single point in the stream.

If there are multiple, periodic disclosures throughout the stream people are likely to see them no matter when they tune in. To be cautious, you could have a continuous, clear and conspicuous disclosure throughout the entire stream. The most important principle is that an endorsement has to represent the accurate experience and opinion of the endorser:.

The Guides give the example of a blogger commissioned by an advertiser to review a new body lotion. The blogger is subject to liability for making claims without having a reasonable basis for those claims. My company runs contests and sweepstakes in social media. No, it is likely that many readers would not understand such a hashtag to mean that those posts were made as part of a contest or that the people doing the posting had received something of value in this case, a chance to win the contest prize.

My company runs a retail website that includes customer reviews of the products we sell. We believe honest reviews help our customers and we give out free products to a select group of our customers for them to review. What we care about is how helpful the reviews are. Do we still need to disclose which reviews were of free products? And even assuming the reviewers in your program are unbiased, your customers have the right to know which reviewers were given products for free.

Also, reviewers given free products might give the products higher ratings on a scale like the number of stars than reviewers who bought the products. Therefore, if you give free products to reviewers you should disclose next to any average or other summary rating that it includes reviewers who were given free products. Is that good enough? My company wants to contact customers and interview them about their experiences with our service.

If we like what they say about our service, can we ask them to allow us to quote them in our ads? Can we pay them for letting us use their endorsements?

Yes, you can ask your customers about their experiences with your product and feature their comments in your ads. For example, if customers are told in advance that their comments might be used in advertising, they might expect to receive a payment for a positive review, and that could influence what they say, even if you tell them that you want their honest opinion.

I don't have any money for advertising, so I need publicity. You should also inform potential reviewers that the discount will be conditioned upon their making the disclosure.

That way, other consumers can decide how much stock to put in those reviews.