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thomas a cohn

The FTC (Federal Trade Commission) “closing letter” to AnnTaylor Stores was like Gunsmoke’s Marshall Dillon shooting a warning at online marketers and bloggers: you’d better take FTC’s revised Endorsement Guides seriously. They require advertisers to disclose “material connections” with endorsers. The Guide’s examples include a manufacturer who sends a new video game to a blogger, […]

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Advertising claims by merchants have long attracted the attention of state Attorneys General (AG) and the Federal Trade Commission (FTC), but recently these regulators have signaled a willingness to pursue advertising cases against a new target: online affiliate marketers. Until recently, affiliates have operated anonymously and attracted little scrutiny, because they do not sell the […]

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