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Facebook. Twitter. Blog posts. Focus groups. Feedback from these sources often inspires highly effective advertising campaigns. As companies increasingly consider integrating messaging from social media and qualitative data sources into marketing campaigns, it is important to ensure that that the consumer-based content used in advertising is consistent with applicable advertising standards. Failure to adhere to these standards could lead to consumer class actions, Lanham Act litigation, and inquiries from the Food & Drug Administration (FDA), Federal Trade Commission (FTC) or National Advertising Division of the Better Business Bureau (NAD).