transcript   Transcript

Acceptability of Ad Content/Media Standards

Recorded on: Jun. 28, 2017
Running Time: 00:56:55

Full Transcript:

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Taken from the Web Program Hot Topics in Advertising Law 2017 recorded June 2017 in New York.

Acceptability of Ad Content/Media Standards [00:56:55]
  • Do advertisers feel native advertising is under attack because of “fake news” concerns?
  • Do the media feel credibility is at stake because native advertising can be possibly mistaken for “fake news” coverage?
  • Do advertisers believe that their sponsorship of “special supplements” should be treated as advertising or editorial, and do advertisers vet those materials accordingly? Or do advertisers deliberately reduce their review of those materials (e.g., single-sponsor magazine issues) to attempt to preserve their status as editorial and not advertising?
  • Are audiences becoming less prudish (profanity and sex)?
  • Expanded use of morals clauses to avoid brand controversy
  • Have the December 22, 2015 updates provided by the FTC changed native advertising in a material way?
  • Given the current political climate, can companies avoid advertising on certain websites through contract?

Speakers:    Fabio Bertoni, Gregory A. Brehm, Ashima A. Dayal, Elyssa Dunleavy

The purchase price of this segment includes the following article from the Course Handbook available online:

  • Leslie Fair, “Influencers, are your #materialconnection #disclosures #clearandconspicuous?,” Federal Trade Commission (April 19, 2017),
  • The FTC’s Endorsement Guides: What People Are Asking, Federal Trade Commission (May 2015)
  • Shani O. Hilton, The BuzzFeed News Standards and Ethics Guide (Originally posted on January 30, 2015. Updated on December 9, 2016)
    Gregory A. Brehm
  • Federal Trade Commission, Enforcement Policy Statement on Deceptively Formatted Advertisements
Fabio Bertoni ~ General Counsel, The New Yorker
Gregory A Brehm ~ Assistant General Counsel, BuzzFeed, Inc.
Ashima A Dayal ~ Davis & Gilbert LLP
Elyssa Dunleavy ~ Associate Vice President, Advertising Counsel, L'Oréal USA, Inc.
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