Advanced Search

Save or Share this Report

For B2C Marketing Professionals

How To Sponsor Conversations The Right Way

Leveraging Influential Endorsements Amid FTC Regulations

February 3, 2010

Primary author headshot

Authors

  • By Sean Corcoran
  • with Emily Riley,
  • Josh Bernoff,
  • Augie Ray,
  • Jennifer Wise

Why Read This Report

The Federal Trade Commission's "Guides Concerning the Use of Endorsements And Testimonials in Advertising" has been updated to regulate endorsements through blogger relationships, as well as through platforms like Twitter and YouTube. Marketers need to make sure they follow the right rules or they could end up in the crosshairs of the federal government while also harming their brands' reputations. To work with sponsored conversations correctly, marketers should start by knowing all of the rules, developing and publishing social media guidelines, training junior staff, mandating transparency, and choosing partners wisely.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research