Hot Topics In Marketing Compliance And Enforcement Peter Marinello
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Transcript of Hot Topics In Marketing Compliance And Enforcement Peter Marinello
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The Electronic Retailing Self-Regulation Program
(“ERSP”)
Peter Marinello, ERSP Director
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ERSP Policy and Procedures
Direct Response Advertising
60 Calendar DaysPrimary and Core
Claims Anonymous
ChallengesDetermination as to
whether substantiation appears reasonable on its face
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Self-Regulatory Goals
1. Improve/restore consumer confidence in electronic retailing.
2. Provide a quick and efficient mechanism for reviewing “high profile” advertising campaigns
3. Effectuating the discontinuance of DRTV and other advertising and marketing materials that contain egregious, unsupported efficacy and/or performance claims.
4. Demonstrate to the FTC, the direct response industry’s commitment to strong self-regulation and compliance with legal requirements.
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““Lose 287% the weight compared to placebo”
“The World’s Fastest Weight-Loss
Solution”
“Within 7 days my acne
completely disappeared”
‘The Clinically Proven Weight Loss
Supplement!”
The #1 Doctor Recommended Joint Supplement”
Over the past few years, ERSP has examined many types of claim substantiation:
- Testimonials/Endorsements- Before and After Depictions- Weight Loss- Health and Safety- Establishment Claims- Disclosures- New Media- Puffery- Demonstrations
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Objective claims for products or services represent explicitly or by implication that the advertiser has a reasonable basis supporting these claims.
The Commission's determination of what constitutes a reasonable basis depends, as it does in an unfairness analysis, on a number of factors relevant to the benefits and costs of substantiating a particular claim. These factors include: the type of claim, the product, the consequences of a false claim, the benefits of a truthful claim, the cost of developing substantiation for the claim, and the amount of substantiation experts in the field believe is reasonable.
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RAPID SHAVE
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URINE GONE
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ANDERSEN DOORS
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VELFORM SAUNA BELT
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Clinically Proven Ingredients
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CLINICALLY PROVEN CLAIMS
Reliable and Competent Evidence
“…test, analysis, research, studies or other evidence based upon the expertise of professionals in the relevant area that has been conducted and evaluated in an objective manner by persons qualified to do so, using procedures generally accepted in the profession to yield accurate and reliable results.”
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CLINICAL TESTING DATA
Independently conducted (double-blind; placebo controlled)
Adequate sample size
Conducted over a reasonable period of time
Statistically Significant results
Claims = Data
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“ The FTC would like to acknowledge that the products at issue in this case were the subject of a referral to the agency from the Electronic Retailing Self-Regulatory Program. ”
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Welcome to WeKnowDiets.com. We have compiled the most comprehensive database of information for people who are looking for a trimmer body and healthier lifestyle.
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Welcome to Wikidietinfo.com. We have compiled the most comprehensive database of information for people who are looking for a trimmer body and healthier lifestyle.
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Welcome to Googlediets.com. We have compiled the most comprehensive database of information for people who are looking for a trimmer body and healthier lifestyle.
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THANK YOU