The TMCA
Advertising
Advertising Standards Authority Rules That Instagram Post Contained Inadequate Disclosure
A recent ruling of the Advertising Standards Authority (ASA) in the U.K. highlights the global crackdown on sponsored posts that do not make clear that they are advertising. A complaint was filed with the ASA about an Instagram post made by a popular make-up blogger Sheikhbeauty, which consisted of a mini video that promoted the brand Flat Tummy Tea. The text of the post read: "@flattummytea 20% off guys!!!! If you've been following me you'll know i used this and I genuinely feel less bloated and a flatter tummy ... oh yessss". The post was challenged on the basis that it did not clearly identify that it was an ad. On April 5th, the ASA issued a ruling against Flat Tummy Tea, the maker of an herbal detox tea. Flat Tummy Tea disclosed to the ASA that it had entered into a financial arrangement with Sheikhbeauty, whereby the blogger was sent the brand’s products, which she was required to photograph and post on her social media account. The arrangement required Sheikhbeauty to post in accordance with all applicable laws and guidelines. Upon notification of the complaint, Flat Tummy Tea acted immediately to require Sheikhbeauty to edit her post to include “#ad” in front of her caption: Sheikhbeaty’s description of her personal experiences with the product was also changed from “less bloated and a flatter tummy” to a more generally stated “genuinely feel[ing] much better,” although this description was not the focus of the ASA’s ruling. The ASA’s ruling found the post to be a marketing communication based on Flat Tummy Tea’s control over the content of the post, the visibility of the product in the posts, display of the brand handle and other factors. The ASA held that the prior lack of disclosure was a breach of the ASA’s CAP code, its rule book for non-broadcast advertisement, sales promotions and direct marketing communications. The ASA directed that the ad must not appear again in its original form and noted the responsibility of Flat Tummy Tea and Sheikhbeauty to ensure that all future ads they produce to be obviously identifiable as marketing communications by including, for example, an identifier such as “#ad”. The ruling signals the advertising industry’s current clamp down on influencers to identify their promotional posts as ads. The fact that the ruling was targeted at the brand owner also reflects the responsibility of brands to monitor their influencers’ activities even where their written agreements place the obligation on the influencer to comply with all disclosure requirements. The ASA’s ruling comes just as the Federal Trade Commission has issued a further publication indicating its close monitoring of the activities of influencers in the U.S. and giving advice on making effective disclosures on Instagram.
April 21, 2017
First Amendment
What the FTC Wants Businesses to Know About the New Law Protecting Consumers’ Rights to Post Negative Online Reviews
In a recent blog post, we introduced you to the new Consumer Review Fairness Act (CRFA), which prohibits businesses from including non-disparagement or “gag” clauses in their form contracts. The CRFA goes into effect later this month and will be enforced by the Federal Trade Commission. Last week, the FTC issued a guide for businesses with recommendations on what they can and can’t do under the CRFA. Here are a few key points from the guide: The CRFA covers consumer reviews, whether made as an online review, social media post, or an uploaded video or photo. The FTC’s guide also makes clear that the CRFA covers consumer posts about a business’ customer service. The CRFA makes it illegal for businesses to include provisions in their form contracts that: bar or restrict the ability of a consumer to review a company’s products, services, or conduct; impose a penalty or fee against someone who gives a review; or require people to give up their intellectual property rights in the content of their reviews. The FTC’s guide makes clear that the CRFA does not cover provisions in employment contracts or agreements with independent contractors. Businesses may still remove content that: contains confidential or private information; is libelous, harassing, abusive, obscene, or otherwise inappropriate; is unrelated to the company’s products or services; or is clearly false or misleading. The guide also makes clear that the FTC will treat a violation of the CRFA the same was as it treats a violation of any FTC rule that defines an unfair or deceptive act or practice. This means that a business could be subject to financial penalties for violating the CRFA, as well as a federal court order. The FTC recommends that businesses be proactive and review their form contracts, including website terms and conditions, and remove any non-disparagement provisions, even if they have no intention of trying to enforce these provisions. Of course, we do not yet know how businesses will respond to the CRFA, or how aggressive the FTC will be in enforcing it, although the new guide makes clear that the CRFA is front and center on the FTC’s radar.
March 3, 2017
First Amendment
New Federal Law Protects Consumers’ Right to Post Negative Online Reviews
In the digital age, online reviews of a business are often the first place consumers turn to in order to gather information about a business, such as a restaurant, retail store or even a professional service provider. It is well known that a negative online review may not only impact the reputation of a business, but also its bottom line. For that reason, businesses have sought to control what customers are saying about them by including non-disparagement clauses in their form contracts, such as standard customer agreements and online terms of service. A non-disparagement clause essentially works to stop consumers from posting negative reviews or comments about products or services they may have purchased by imposing a penalty or fee for such actions. Attempts by businesses to enforce these types of “gag” or non-disparagement clauses in a form contract have made their way into the news and into the courts in recent years. For example, an inn located in upstate New York threatened a wedding party with $500 fines for every bad review they left on Yelp. In a second example, a pet-sitting company in Texas unsuccessfully sued a couple who was unhappy with the services they had received and who posted a negative review to that effect on Yelp for $1 million in damages, based on their alleged violation of a non-disparagement clause the company had included in its customer agreement. To create more clarity at the federal level about the legal viability of non-disparagement clauses, which have been examined so far under differing state laws, such as anti-SLAPP statutes and under voluntary guidelines such as those set by the Better Business Bureau, President Obama signed into law on December 14, 2016 the Consumer Review Fairness Act of 2016. The new federal law voids any form contract clause that seeks to prohibit a purchaser of goods or services from submitting a negative review of a business, or that seeks to impose a penalty or fee against the purchaser for doing so. It also precludes a business from securing rights in review or feedback content, other than a non-exclusive license. The new federal law does not stop a business from suing for defamation, libel or similar causes of action, or from removing obscene, discriminatory or other inappropriate content. A business will also still have leeway to pull down content that “is clearly false and misleading.” It is unclear how that standard will be interpreted. The new federal law will take effect in March 2017 and will be enforced by the Federal Trade Commission under its authority to police unfair or deceptive business practices. Businesses need to be aware of this new federal legal protection for consumers, which affords consumers greater protection to speak their mind about their customer experiences, when dealing with negative online reviews and when crafting their customer contracts and terms.
January 23, 2017

