The Knowledge Group/The Knowledge Congress Live Webcast Series, the leading producer of regulatory focused webcasts, has announced today that Laura M. Sullivan, Senior Attorney, Federal Trade Commission will speak at the Knowledge Group’s webcast entitled: “FTC’s Native Advertising Guidance: What You Need to Know.” This two-hour event is scheduled on December 16, 2016 at 12:00 PM – 2:00 PM ET.
For further details, please visit: https://theknowledgegroup.org/event-homepage/?event_id=1746
About Laura M. Sullivan
Laura Sullivan is a senior attorney in the Federal Trade Commission’s Division of Advertising Practices. She works on consumer protection issues related to digital advertising, technology, and health products, and led the development of the Commission’s Enforcement Policy Statement on Deceptively Formatted Advertisements and business guidance document on native advertising. At the Commission, Ms. Sullivan has served in a variety of positions, including attorney advisor to a Chairman of the Commission and Counsel to the Director of the Bureau of Consumer Protection. She has litigated cases in federal court against affiliate advertising networks, malware distributors, and marketers of health and financial products. Ms. Sullivan received her B.A. from Columbia University and her law degree from William and Mary School of Law.
Marketers and publishers are continually innovating and developing new ways to deliver an enriching and highly integrated experience to consumers. One method is “native advertising,” which has become an increasingly important marketing strategy for brands. This type of ad bears a similarity in appearance and content to news and other non-commercial, editorial material that surround it online. Noticing its proliferating use by businesses who see it as a valuable alternative to more overt, transparent digital advertising, the Federal Trade Commission (FTC) recently issued an Enforcement Policy Statement on Deceptively Formatted Advertisements and Native Advertising guidance documents to guide businesses on how to legally utilize native ads.
However, these publications go beyond just offering a roadmap for advertisers to legally acceptable uses of native advertising; they also reflect and review a history of aggressive FTC enforcement against other forms of deceptively formatted advertising and portend similarly vigorous enforcement against this latest incarnation of the technique. It already has brought one enforcement action against native advertising and others undoubtedly are being planned. With the FTC’s heightened monitoring of native ads, brands should be well aware of the agency’s announced guidelines in this area and the risks of ignoring them.
In this two-hour LIVE Webcast, a panel of key thought leaders and advertising professionals assembled by The Knowledge Group will discuss the FTC’s legal framework for evaluating native advertising and show the audience how and when to effectively disclose sponsored content. Speakers will also discuss best practices in maximizing the effectiveness of native advertising strategies while minimizing potential risks and common pitfalls.
Some of the major topics that will be covered in this course are:
Native Advertising: An Overview
Disclosures and Disclaimers
FTC’s Enforcement Policies
Potential Risks and Common Pitfalls
Up-to-the-Minute Regulatory Updates
About The Knowledge Group /The Knowledge Congress Live Webcast Series
The Knowledge Group was established with the mission to produce unbiased, objective, and educational live webinars that examine industry trends and regulatory changes from a variety of different perspectives. The goal is to deliver a unique multilevel analysis of an important issue affecting business in a highly focused format. To contact or register for an event, please visit: http://theknowledgegroup.org/