How Will New FTC Rules Impact Internet Advertising

Tonight on the ShoeMoney radio show my guest will be the lovely Jazette Pester, Senior Affiliate Manager from Affiliate.com. I have tried for a long time to get affiliate managers on the show but end up getting there marketing people or CEO's. Not that I don't like that but I want people with boots on the ground who are in the trenches! You can participate by asking questions in the comments below, asking questions during the show (4pm CST 5PM EST) via twitter or phoning in, Or you can just sit back and listen!. We will discuss many topics but the key topic for tonights show is the FTC's new rules and how they will effect advertising on the tubes. The Federal Trade Commission has some new guidelines that will seriously impact internet advertising. Here are the new rules under consideration:

• Consumer testimonials would have to be substantiated and ads would have to include generally expected results. Endorsers, not just advertisers, could be held liable for deceptive claims. "You'd have to say not only is it extreme, but how extreme is it," the FTC's Richard Cleland said. • Celebrities who talk up a product in an interview must disclose if they are getting paid for the promotion. Celebrities who endorse products would have to disclose if they have an ownership interest. • Expert endorsers, like doctors, must have experience in the product area they are endorsing. If they don't, the limits of their expertise must be stated. For instance, an ophthalmologist identified only as a doctor could not be portrayed as an expert physician endorsing a hearing aid. • Bloggers who get free products and then endorse them on their blogs would have to make it clear they got the products free.

Should be a great show! Look forward to hearing from you.