The TMCA
Advertising
About that Dodge Super Bowl Ad
Did you catch that Dodge commercial everyone is talking about with the Rev. Dr. Martin Luther King Jr. voiceover? Many viewers took to Twitter last night to express their belief that the use of the speech to sell trucks was inappropriate and not in line with Dr. King’s message. We at the TMCA were more focused on the online conversation about whether or not the use of the speech and the voiceover were authorized. While Georgia does not have a right of publicity statute on the books, the Supreme Court of Georgia has recognized a right of publicity at common law. It has also confirmed that such rights survive death and are inheritable. Accordingly, the unauthorized use of Dr. King’s name and likeness for financial gain is prohibited by Georgia law. Federal copyright law is also implicated by use of the recording and the words of the speech. So would Dodge really have proceeded without permission? Shortly after the commercial aired, Dr. King’s youngest daughter and CEO of The King Center, tweeted out a firm “No” to the question of whether the King children allowed Dr. King’s voice to be used to sell Dodge Trucks. The King Center followed on with a very informative tweet: So who can provide permission for such uses? The exclusive licensor of the King estate, that’s who. As any good advertiser should, Dodge worked with the company that acts as the exclusive licensor for Dr. King’s name, image, likeness, recording and speeches to make sure this commercial was clear on the right of publicity and copyright fronts. With such a high profile campaign, they would have been crazy not to do this because the King Estate is known for being litigious in this area. While the debate on whether the use of the voiceover and speech were appropriate will likely continue today on Twitter, rest assured that the usage was legally in bounds.
February 5, 2018
Advertising
Extra Foam, Please: Common Sense Prevails and Court Finds that Starbucks Lattes Contain Foam
Yes, you read the title of this post correctly – Judge Rogers of the Northern District of California granted summary judgement in favor of Starbucks in a proposed class action lawsuit alleging that the coffee company deceived consumers by underfilling lattes and mochas. The plaintiffs’ filed suit alleging common law breach of express warranty and fraud; violation of California’s Consumers Legal Remedies Act; unfair competition and false advertising under California law; unfair trade practices under New York law; and unfair trade practices under Florida law. Plaintiffs’ supported their own motion for summary judgement with an expert declaration about cup volumes, measurements taken by plaintiffs of the alleged underfilling, two online surveys about consumer expectations and a detailed, expert analysis of Starbucks' steaming pitchers and recipe cards. In the end, common sense prevailed and the court found that “no reasonable consumer would be deceived into believing that Lattes which are made up of espresso, steamed milk, and milk foam contain the Promised Beverage Volume excluding milk foam.” (emphasis in original). Thus, all of plaintiffs’ arguments, which ignored the volume of foam in a Starbucks latte, were rejected by the court.
January 12, 2018
Advertising
#MarketingLaw - Fake News, Auto-Renewal Subscription Plans, Influencers and the Latest from the FTC
We are back from the 2017 ANA/BAA Marketing Law Conference, Break Through: Legal Strategies for Dynamic Businesses. It was a great three days in Chicago of educational seminars and networking with colleagues, clients, friends and the FTC. If you didn’t make it this year, don’t worry – here’s a quick wrap-up of the highlights: Influencers – Continuing from last year’s focus on influencers, many of the sessions, including those with staff members from the FTC, touched on influencer marketing and the necessity of clear and conspicuous disclosures. Everyone from micro influencers (once called mommy bloggers), esports players, celebrities and even dog influencers (hello Doug the Pug) made an appearance in conference discussions. The FTC staff discussed the warning letter campaign from earlier in the year and the first ever enforcement action against individual influencers, who just happened to own the company they were advertising, but didn’t tell you that. We learned that the FTC continues to watch influencers and it is not out of the question that we will see an enforcement action brought against an influencer who is independent from the brand he or she endorses. Auto Renewal Subscription Plans – In a session on the top legal developments of the year, Leslie Fair, Senior Attorney at the Bureau of Consumer Protection at the FTC and author of the FTC’s Business Blog, and Martin Zwerling, Deputy Director of the NAD, talked about negative option plans. A “negative option” is an arrangement where goods or services are sent to you automatically unless you tell the seller that you do not want them. Subscription plans have become very popular these days – it’s no longer just the cheese of the month club, but much more popular programs like BarkBox, Blue Apron, Birchbox, Amazon subscription plans and Fabletics. Negative options are also often associated with free trial offers or special deals. The panel discussed a recent NAD case in which it concluded that the advertiser needed to clearly and conspicuously disclose – in immediate proximity to the introductory discount offer – the material terms of the offer. Leslie Fair also hinted that we’d see an FTC action involving negative options plans very soon… and that happened the very next day! Fake News – The day after the conference ended, the FTC announced a settlement with a long list of weight-loss, muscle-building, and wrinkle-reduction advertisers who were using fake news to trick consumers. As detailed in the complaint, a group of 19 companies used look-a-like media websites with domain names that appeared to be real news or magazine sites, such as goodhousekeepingtoday.com, menshealth.com--i.link, and womenshealth.com. These pages featured stores about celebrities, like Paula Deen, Dr. Oz and Jennifer Aniston, who supposedly used the products and experienced dramatic results. Once consumers were impressed by these fake celebrity endorsements, they were tricked into signing up for a negative option plan without any disclosure of how and when to opt out. The complaint also alleged that the advertisers made unsubstantiated health claims about their products. This triple whammy led to a $179 million judgment, which was partially suspended upon the payment of $6.4 million in cash (!). Based on the panel discussion at the conference, all of these issues will remain as enforcement priorities for the FTC, the NAD and State AGs. Chatbots – A number of the conference sessions pointed to the increasing use of chatbots – automated communication tools powered by AI – by brands on messaging platforms such as Facebook Messenger and voice services such as Alexa. The FTC is expected to increase its focus on chatbots in the near future, including on disclosures and privacy issues unique to these services. We can’t wait to see what happens at next year’s ANA/BAA Marketing Law Conference – See you then (November 7-9, 2018).
November 20, 2017
Advertising
Advertising Your Glowing Online Reviews – How To Substantiate Ad Claims Based on Consumer Reviews
We’ve blogged a few times about consumers’ rights to post negative reviews online, and what businesses should know about the Consumer Review Fairness Act (the “CRFA”), but what happens if you are lucky enough to receive so many glowing reviews that you’d like to advertise the accumulation of over 10,000 five star reviews? The National Advertising Division (the “NAD”) recently decided a case involving this very issue. Based on this decision, prior NAD cases and some other resources, we put together a list of issues to consider when you are relying on crowd-sourced data to support your advertising claims: Here are a few substantiation guidelines: Online crowd-sourced data is treated no different from traditional survey data – the data must be reliable and representative. Lots of online consumer reviews are gathered and republished on other sites, so make sure not to double count any reviews. While astroturfing (the practice of covering the field with fake reviews) is frowned upon by regulators, it still happens. Verified reviews are therefore the gold standard. As with other types of advertising claims, make sure your claim is narrowly tailored to the data If customers provide ratings based on overall satisfaction (quality of the product, price, shipping and customer experience), your advertising claim should speak to general satisfaction and not specific attributes of the product. If you rely on reviews from outside of the country in which you are making the ad claim, think about whether the location of the reviews should be disclosed Just because a review website (Yelp!, TripAdvisor, Amazon, etc.) allows you to advertise your star rating doesn’t mean that the above guidelines don’t apply or that the NAD, the FTC, the courts or any other regulator will give you a free pass And speaking of using consumer reviews in advertising, can you or should you quote from or reproduce Yelp! or other online reviews on your own website or in marketing materials? Yelp! provides some guidance on this question and suggests that you “don’t reuse photos with recognizable faces, as it infringes on personal privacy rights.” But brands should also consider copyright and other privacy and right of publicity issues. As Yelp! recommends, it is best to “get permission from the reviewer and provide attribution.”
November 9, 2017
Copyrights
Sued for Retweeting - Yes, That Just Happened
On Monday this week, a sports psychologist named Keith Bell sued King’s College in Pennsylvania and its football coach, Jeffery Knarr, for retweeting a photo of a page of Dr. Bell’s book “Winning Isn’t Normal.” In his complaint, Dr. Bell alleged copyright infringement, trademark infringement and violations of Pennsylvania common law. Interestingly, Dr. Bell complains that there was no attribution of his work. We here at The TMCA wonder if this complaint would have been filed if attribution was given even though it is not legally material to the copyright claim? According to the complaint, the original tweet came from the Northeastern State University Baseball Twitter account. It is unclear whether Dr. Bell will also be suing Northeastern State. However, the complaint does allege that after Dr. Bell sent the university a cease and desist letter, it removed the original post, thereby removing all retweets, including those of the defendants. The original post was apparently retweeted at least 206 times, but we don’t have any information about whether any of those other individuals are also being sued by Dr. Bell. We will keep watching this case for any interesting developments and report them to you, our faithful readers. In the meantime, be careful what you retweet – you never know if the original post was authorized. p.s. feel free to retweet our Twitter posts – we just love the free publicity.
September 27, 2017
Advertising
Did You Attend the FTC’s #Influencers101 Twitter Chat? If Not, We Took Notes.
On Wednesday afternoon, the FTC hosted a live Q&A Twitter chat on influencer advertising. In case you missed it, we took some notes on the most helpful tweets. The Q&A covered topics such as Facebook likes, social media platform disclosure tools (the FTC Staff said they don't find these effective!), disclosures in videos, foreign-based influencers, disclosures on Pinterest and a few of our favorite hashtags.
September 21, 2017
Advertising
The Latest Influencer Advertising Tips from the FTC - When, How & Where to Make Effective Disclosures
As we blogged about earlier this month, the FTC seems to have spent much of its summer checking out influencer advertising and focusing its attention on those who fail to make the necessary disclosures of material connections to the products and services they endorse. This resulted in the first-ever complaint against an individual influencer and a round of follow-up warning letters to various influencers. The third piece of the FTC efforts is the 2017 update to the Endorsement Guide FAQs. While the FTC’s Endorsement Guides, written back in 2009 continue to serve as well-reasoned regulatory guidance for brands and influencers alike, the FAQs provide helpful insights from the FTC staff into real-world, specific examples dealing with influencers and beyond. We encourage you read the FAQs in full, but we thought we would give our readers a quick cheat sheet on the new update: WHEN – When are disclosures necessary? Charitable Donations as a Material Benefit for Product Reviews - If your company makes a donation to charity anytime someone reviews your product, there should likely be a disclosure of that benefit, as it would be viewed as an incentivized content motivated by the reviewer’s desire to see more money donated to charity. Free Merchandise With No Requirement to Post Reviews – If a company provides a product for free to a blogger without any requirement that a review will be posted, the free merchandise needs to be disclosed. Whether or not the blogger feels obligated to say something positive about the product, the reader will want to know that the product was received for free. Liking and Linking – Social media users like to “like” products and content or share links with their social network. Nothing wrong with that, except if the liking and linking is being done as part of a sponsored campaign or the user is being compensated by a product discount or being entered into a sweepstake for a significant prize, disclosure of that material benefit is in order. But Facebook “Likes” Don’t Allow for Disclosures – The FTC seems to recognize this limitation, but advises that advertisers “shouldn’t encourage endorsements using features that don’t allow for clear and conspicuous disclosures." Whether the agency would take enforcement action in this circumstance will depend on the overall impression of the endorsement and whether the “likes” would play a material role in the decision to buy a product or service. The FTC further warns that the buying of fake “likes” from non-existent people or non-users of a product would be viewed as deceptive and subject to enforcement action. It’s Just a Part-Time Gig – If you work for a brand and are paid for a specific number of posts, do you need to make disclosures when you are off the clock? The answer is maybe – if you are responding to questions about posts you made with proper disclosures, probably not. If you are feeling generous and really like the brand and decide to make a few extra posts about how much you love the products, you should probably make a disclosure on those posts too. I’m just Posting a Photo or a Photo with a Tag – If you have a relationship with the advertiser, a photo (or a brand tag on a photo) is likely going to be viewed as an endorsement, so you should probably drop a #ad or #sponsored (not #spon) into the first few lines of the post. I’ll Review Yours if You Review Mine – According to the staff “there doesn’t have to be a monetary payment” for a material connection to exist. If you are part of a club of authors who agree to review each other’s work, that’s something a reader would want to know when they read your review. Friendships, family relationships or even strangers who make deals can all represent material connections. Can a Company Solicit Endorsements? - It’s OK to ask your customers their opinions about your products and feature their comments in advertising (with permission). If the customers have no reason to expect compensation or other benefit before they provide their comments, no disclosure of material connections is required. However, if a company gives customers a reason to except a benefit, including just the fact that their comment may be featured in an ad, that should be disclosed in an ad, such as “Customers were told in advance they might be featured in an ad.” HOW – How are disclosures supposed to be made? Brand Ambassadors – Congratulations, your brand just launched a brand ambassador program. First rule of brand ambassador programs is that #ambassador is confusing and unclear. Make sure you instruct all your ambassadors to use something like “#[BRAND]-ambassador” or the good old #ad is just fine too. Disclosure of Client/Consultant/Advisor Connections – It’s probably NOT enough to use the hashtags #client, #advisor or #consultant to indicate that a blogger works for the company whose products or services are being endorsed. The FTC says it would be better to spell out “I’m a paid consultant to ABC” or I work with XYZ”. However, the agency also said a shorter message like “ABC-Consultant” or “XYZ-Advisor” might work. Disclosing an Employment Connection – If a company allows their employees to use social media to communicate about the company’s products, the employment relationship needs to be disclosed clearly. The FTC comments that consumers “may be confused by #employee” and that “#XYZ-Employee” will more likely be understood. Nevertheless, a company name by itself might not be enough of a disclosure if consumers won’t reasonably understand the relationship between the company name and the product being endorsed. In those cases, the FTC says it would be clearer to use the words “my company” or “my employer” in the body of the message. Write Detailed Personalized Thank You Notes – While it is always polite to thank someone for free stuff, that’s not a disclosure of a material connection unless you are specific. The staff guidance indicates that “thank you [brand]” is not enough, but “thank you [brand] for the free shoes” would likely be sufficient. Full Disclosure – How much do influencers need to say about compensation received from a brand? In true FTC-style, one size does not fit all. The staff suggests that using #paid is enough regardless of the amount (unless the amount is so small that no disclosure is necessary), but you’ll need a different type of disclosure if you are a brand employee or owner of the company. When you received a payment and a free product – the staff suggests that you don’t just disclose the free product because that could suggest you did not get anything more, so mention the payment too. WHERE – Where should we put these disclosure to make them clear and conspicuous? Social Media Platforms That Have Built-in Disclosure Features – The FTC Staff isn’t willing to go so far as to put all its trust in the social media platform of the day and neither should your brand. While a given platform’s feature MAY be sufficient to comply with the FTC Act, your brand should consider whether the disclosure feature allows for clear and conspicuous disclosures that fit the situation at hand. For example, the staff guidance suggests that a disclosure placed above a photo may not grab a user’s attention. In the end, advertisers and influencers are responsible for proper disclosure, so it is better to evaluate whether you need to make your own disclosures rather than simply relying on a platform. Snapchat, Instagram Stories and other Short Videos – The FTC knows we all love watching those short videos on social media, so the staff wants to make sure that you know just how to make a clear and conspicuous disclosure when your influencers post their stories – they suggest superimposing the words over the images. Make sure your chosen words are easy to read (think font size, color and placement) and on-screen long enough to be read. No one turns up the volume to listen to Instagram stories, so don’t think about exclusively relying on an audio disclosure here. ******** Definitely a lot to think about! But given the FTC's focus on the issue, the enforcement action already initiated and the volume of inquiry letters sent to advertisers and influencers, marketers have been put on notice that failure to comply with disclosure requirements in endorsements and influencer ad campaigns can bring unwanted regulatory scrutiny.
September 18, 2017
Advertising
Dear Influencers: It’s the FTC, Again - FTC Issues 21 Follow-up Warning Letters
Back in the Spring, we posted about a set of 90 warning letters the FTC sent to influencers and brands about the disclosure of material connections on Instagram. While you may have spent your summer trying to unplug, the FTC staff was busy perusing Instagram. Just yesterday, the FTC announced that the staff sent another 21 follow-up warning letters to influencers. The letters cite to specific posts and request responses from the influencers by the end of September. We’ll have to wait and see the FTC’s next move. They are not releasing the names of the influencers for the time being, but the sample letter, which repeats some of the same guidance from the prior letters, contains a few points that are, accord to the FTC, worth repeating: a simple “thank you” is probably inadequate to inform consumers of a material connection because it does not sufficiently explain the nature of your relationship; consumers could understand “thank you” simply to mean that you are a satisfied customer consumers viewing posts in their Instagram streams on mobile devices typically see only the first three lines of a longer post unless they click “more,” and many consumers may not click “more.” Therefore, you should disclose any material connection above the “more” button In addition to these follow-up warning letters, the FTC also announced yesterday a newly updated version of The FTC’s Endorsement Guides: What People Are Asking. The commission revised its Endorsement Guides in 2009, and followed up in 2010 with explanatory FAQs and other guidance about endorsements, testimonials and disclosure requirements in the social media context. The FAQs were last updated in 2015. The 2017 update includes more than 20 new questions and answers advising social media influencers and marketers about how to disclose material connections in their posts. We will be blogging about the updated guide soon, so stay tuned. But wait, there’s more! The FTC announced its first-ever complaint against an individual social media influencer, which we will also be blogging about in the coming days. In the meantime, we will leave you with this helpful Do’s and Don’ts graphic released by the FTC.
September 8, 2017
Copyrights
P. Diddy on Instagram – No Free Pass on Copyright Law
As Biggie said “Mo Money Mo Problems” – Last month, a New York-based photojournalist filed suit again Diddy’s record label, Bad Boy Records, for posting a photo of none other than P. Diddy himself on his own Instagram account. Social media is supposed to about sharing (and sometimes over-sharing), but that doesn’t mean the laws of copyright don’t apply. The photograph in question was taken by photographer Matthew McDermott in August of 2016 at Diddy’s new charter school in Harlem. According to the complaint, McDermott licensed the photograph to the New York Post, but the photograph also appeared on Diddy’s Instagram feed without permission or any attribution. While the photograph is no longer available on Diddy’s Instagram, the complaint claims it received over 42,000 likes. McDermott is suing for unspecified monetary damages. While cases like this tend to settle without any findings of liability or damages, we will let you know if Bad Boy Records files an answer or any affirmative defenses. Unfortunately, it has become commonplace for brands, celebrities and casual Instagram users to “borrow” photographs without permission and post them on their Instagram feeds. Back in 2014, Kim Kardashian caught a lot of flak for lifting a photograph from Google and posting it on her Instagram feed after her vacation to Thailand. While she wasn’t sued, she defended herself in the court of public opinion by stating she that never claimed to have taken the photograph in the first place. In 2016, a Brussels-based photographer called out Harry Styles of One Direction for posting one of his photographs to Styles’ Instagram feed, but Styles’ fans acting as the jury, found the photographer guilty and harassed him, thereby missing his point entirely. Copyright is alive and well in spite of social media. Brands and advertisers should take care to respect the rights of photographers (from professionals to average people) by obtaining proper permissions to use photographs on their social media feeds. Such uses are more often than not for commercial purposes, and therefore attribution alone is not enough. If your brand sees a photo online that it wants to include as part of its feed (whether it features the brand's products or is just a pretty picture), send a direct message asking the photographer for permission. If you get a positive response, great – if you don’t there are 700 million monthly active users on Instagram and I’m sure someone will let you re-post their photos.
June 7, 2017
Advertising
The FTC Gets Specific on Influencer Material Connection Disclosures
A few weeks ago we blogged about the FTC’s warning letter writing campaign to brands and influencers about disclosure of material connections on Instagram. At that time, the FTC had only released sample letters – one for celebrities, athletes and other influencers and another for marketers. This week, the FTC released copies of the 90 letters, which include screenshots of the Instagram posts that the FTC found troubling. In reviewing the letters and posts, we gleaned a few more tips for our loyal readers: As we noted in our first post, the FTC doesn’t think #partner is enough, but what about “#[YourBrandsName]_Partner”? The warning letters indicate that the FTC likely thinks that’s an effective disclosure. Note initial caps in the hashtag and the underscore between the brand name and the word partner. A lot of people have been asking if a more specific thank you would be enough even if #thankyou[Brand] is not a clear disclosure. Based on the letters, the FTC doesn’t think so. The letters pointed out that even a post that says Thanks @[brand] for these [products] “is probably inadequate to inform consumers of a material connection because it does not sufficiently explain the nature of your relationship to the company; consumers could understand a ‘thank you’ simply to mean that you are a satisfied customer.” To contact Fara, click here.
May 12, 2017
Advertising
Dear Influencers: #FullDisclosure we use Instagram too. Love, The FTC - Warning letters provide guidance to influencers, celebrities and brand owners
Instagram is now home to more than 600 million users, including many popular brands, celebrities, online influencers, famous dogs, regular people and regular dogs (full disclosure this regular dog is mine). As its popularity has grown, especially with advertisers, regulators are taking a closer look to ensure that brands and their hired hands are complying with traditional truth-in-advertising principles online. Around this same time last year, we posted about the Federal Trade Commission’s settlement with Lord & Taylor over charges that the retailer allegedly deceived consumers through a native advertising campaign run on Instagram and an online fashion magazine in March of 2015. That was the FTC’s first foray into native advertising in social media…and they are back at it again. On Wednesday, the FTC announced that the staff had recently sent more than 90 letters to celebrities, athletes, other influencers as well as the brand owners for whom they post on Instagram. Since the Lord & Taylor case, the FTC has stressed that primary responsibility for compliance falls on advertisers, and this may explain why no influencers were named as defendants in prior cases. But as we suggested on the blog last year, influencers may not be spared in the future. While the FTC is not willing to share any of the letters it sent to specific influencers or brands, it did post sample letters, one for celebrities, athletes and other influencers and another for marketers. Both letters stress that influencers and brands alike should look to the FTC’s Endorsement Guides and its companion publication The FTC’s Endorsement Guides: What People Are Asking before posting on Instagram: The FTC’s Endorsement Guides state that if there is a “material connection” between an endorser and the marketer of a product – in other words, a connection that might affect the weight or credibility that consumers give the endorsement – that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement. Material connections could consist of a business or family relationship, monetary payment, or the provision of free products to the endorser. The keys point from this set of warning letters are nothing new and we’ve blogged about them here and here, but they are worth repeating because the FTC is certainly looking: Disclosures of material connections must be clear – Don’t use #sp, #partner or simply thank the brand (#thankyou[Brand]). While the FTC admits there is no one-size-fits-all solution, it suggests that #ad, #sponsored, Paid Ad or promotion should work in most situations. Disclosures must be conspicuous – As the FTC noted in its settlement with Warner Bros over influencer posts on YouTube, disclosures must be “above the fold.” On Instagram, that means in the first few lines of the post, and not at the end of a long comment or buried in the middle of a string of 15 hashtags.
April 20, 2017
Advertising
Friends, Family and High Blood Pressure - FTC Takes Action Against Undisclosed Family Reviews and Unsubstantiated Claims for Mobile Health App
In previous posts, we’ve discussed the Federal Trade Commission's significant enforcement efforts focused on two hot button issues: unsubstantiated health marketing claims and deceptive product endorsements. Once again, both came together in a Complaint and Settlement announced by the agency on December 12, 2016. The target of the enforcement action was Aura Labs, Inc., which had marketed an Instant Blood Pressure (IBP) mobile app, purported to give blood pressure readings as accurately as a traditional blood pressure “cuff” device. Consumers paid $3.99 or $4.99 to download the app; input data on their gender, age, weight and height; and then were instructed to remove outer clothing, place their right index finger over the rear camera lens and light, and place their mobile device against the left side of their chest until a blood pressure measurement was taken and displayed. The problem? Clinical studies demonstrated that the blood pressure readings generated by the IBP were significantly less accurate than readings taken by a traditional blood pressure cuff. Aura Labs also ran into trouble with consumer endorsements posted about the product in the Apple App Store and on its website. In the App Store, “Archie” gave the product five stars. Archie was in fact Ryan Archdeacon, the CEO and President of the company. Interestingly, Archie’s review was not all glowing. While proclaiming that the product was a “breakthrough,” he noted that “there are some kinks to work out” and that users might experience “some connection problems”. While these quality issues were disclosed in the review (albeit not by the company), Archie’s identity as an officer of the company was not. On the “What People Think” portion of Aura Labs’ website, two positive endorsements were posted by relatives of Aura’s co-founder. The stipulated federal court order settling the matter enjoined Aura Labs from making efficacy claims about the IBP without “competent and reliable scientific evidence” to substantiate the ad claims, misrepresenting that any endorser of the IBP is an independent user or ordinary consumer, and failing to disclose material connections between the endorser and the company. A monetary sanction of almost $600,000 was imposed and suspended based on the company’s inability to pay (the agency also included one of its typical “avalanche” clauses requiring the full amount to be paid if it is later found that the company had misrepresented its financial condition). So what can you do to keep your company’s blood pressure in check? All advertisers should caution their officers, employees and family members not to post product reviews without full disclosure of their material connection. Companies selling health products, apps or services should ensure that their advertising claims are adequately substantiated beforehand and if the science does fit the claim, don’t suggest otherwise.
December 15, 2016
Advertising
Is Marriage a “Material Connection”? The FTC Challenges an "Independent" Expert Based on Marital Status
Medical endorsements can be powerful selling tools for health care products. But if a medical professional has a connection to the company marketing the products that would be material to consumers in evaluating the credibility of the endorsement, the connection must be disclosed in advertising and promotion. A company that ran afoul of this requirement in an unusual way was the subject of an FTC enforcement action announced earlier this month. The FTC filed a Complaint and subsequently arrived at a Stipulated Final Judgment and Order concerning the marketing of a liquid supplement product under the brand name “Supple” for the relief of joint pain caused by arthritis and fibromyalgia. While most of the claims in the action focused on the lack of substantiation for representations made about the efficacy of the products in treating pain and repairing cartilage and joints, the FTC also took issue with the independence of the doctor who endorsed the product in various advertising media. The defendants named in the action were Supple, LLC (the company marketer), Peter Apatow (Supple’s founder and CEO) and Dr. Monita Poudyal, who was married to Apatow while serving as a medical endorser of the liquid supplements. By the time the Complaint was filed, however, Dr. Poudyal was identified as the “ex-wife” of defendant Apatow. What went wrong, at least with respect to the advertising and promotion of the Supple products? Lots. In addition to making many unsubstantiated therapeutic health claims, the company presented Dr. Poudyal in an infomercial and in online advertising as an apparently independent medical endorser of the Supple liquid supplement products. In the infomercial, Dr. Poudyal acted as the medical expert and show-host, with Apatow as the guest. Dr. Poudyal’s university training and board certification were prominently mentioned, but her marriage to Apatow, not so much. The existence of the relationship appeared only in what the FTC characterized as “teeny-tiny mouseprint” run simultaneously with a much larger on-screen message about how the Supple product could end joint and arthritis pain. To boot, the "disclosure" was only on screen for 7 second of the 30 minute infomercial. And within this teeny-tiny mouseprint, dense facts about Dr. Poudyal’s medical credentials came first before indicating that Dr. Poudyal “had recently joined Mr. Apatow in matrimony, and is now assisting Supple, LLC with research and public education.” Other ads made no mention that Dr. Poudyal was Mr. Apatow’s wife. The FTC complaint charged Supple LLC, Apatow and Dr. Poudyal with making many deceptive claims about the product’s ability to treat pain, repair cartilage and restore mobility. In addition, the Complaint contained two different claims regarding the medical endorsement issue: (1) representing, expressly or by implication, that Dr. Poudyal is an independent, impartial medical expert; and (2) failure to disclose or to disclose adequately that Dr. Poudyal was married to Supple’s founder and CEO at the time of making endorsements of the Supple product in the infomercial and on the website. According to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising, the rules are clear: "when there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience), such connection must be fully disclosed." The Guides themselves provide many helpful examples to help advertisers determine what is and is not a material connection that should be disclosed. If Apatow and Poudyal has referenced the guides before advertising Supple, they might have realized that the failure to prominently disclose their marriage was a bad idea. In particular, Example 4 in Section 255.5 of the FTC’s regulatory guide tells the story of a physician who was endorsing an anti-snoring product. The Guides conclude that consumers would expect the physician to be reasonably compensated for his appearance in the ad and thus a disclosure of this type of arrangement is not necessary. However, according to the guide, consumers are unlikely to expect that the physician receives a percentage of gross product sales or that he owns part of the company, and either of these facts would likely materially affect the credibility of the endorsement. As a result, the advertising example described by the FTC staff should clearly and conspicuously disclose the connection between the company and the physician. The happy couple could have also consulted one of the many other FTC publications on how to make clear and conspicuous disclosures. For example, for video ads (including infomercials), the FTC staff recommends that disclosures should be: (1) in clear and unambiguous language; (2) in a font and color that’s easy to read; (3) in a shade that stands out against the background and (4) on the screen long enough to be noticed, read, and understood. The settlement announced by the FTC included a $150 million judgment, most of which has been suspended due to the financial condition of Supple and Apatow, as well as injunctive relief requiring scientific evidence, including human clinical studies, to support the varied efficacy claims made for the liquid supplement. The order also prohibits the company from making deceptive representations that medical endorsers are independent and objective when in fact those endorsers have a close personal or financial stake in company’s product sales. Interestingly, Poudyal was not on the hook for any of the financial judgment (consistent with the FTC's position that the advertiser is primarily responsible for any acts of false advertising), but she and the other defendants are all subject to the portion of the order permanently restricting them from advertising any products through the use of an endorser unless they disclose all material connections "Clearly and Conspicuously, and in Close Proximity to the representation."
October 25, 2016

