Agency believes in full, fair and effective disclosures of material facts relating to Blogger’s relationship with Agency and its Clients in accordance with Federal Trade Commission’ Guides Concerning Endorsements and Testimonials http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf. As such, Agency requires that all Bloggers adhere to the guidelines issued by the Federal Trade Commission and the following Agency guidelines (the “Guidelines”) when blogging, tweeting or otherwise publishing content about its Clients or any of its Client’s products or services.
- Disclose Connection to Client - When blogging about Client or Client’s products or services, Blogger must clearly disclose its “material connections” with Client, including the fact that Blogger was afforded any consideration and/or is being paid for a particular service. “Material connections” may be defined as any connection between a blogger and a marketer that could affect the credibility consumers give to that blogger’s statements. Important examples of “material connections” include benefits or incentives, such as monetary compensation, loaner products, free products or services, in-kind gifts, or special access privileges provided by a marketer to a blogger.
- Maintain Clear and Prominent Disclosure - The above disclosure should be made in close proximity to any statements that Blogger makes about Client or Client’s products. This disclosure should be clear and prominent enough for consumers to view it when they are reading Blogger’s posts. This means that the disclosure should not be buried behind links or in the Terms and Conditions (or in similar documents). In addition, the consumer should not be required to click on, scroll down or mouse over a link in order to view the disclosure. Please note that this disclosure is required regardless of any space limitations of the medium (e.g., Twitter), where the disclosure can be made via hashtags, such as #sponsored, #paid or #ad (the latter of which preferably at the beginning of the tweet).
- Give Your Honest and Truthful Opinions – Blogger’s statements should always reflect Blogger’s honest and truthful opinions and actual experiences. However, we do ask that all blog entries, Facebook posts, tweets, and/or comments be in good taste and free of inappropriate language and/or any content that promotes bigotry, racism or discrimination against an individual based on race, gender, religion, nationality, disability, sexual orientation or age.
- Only Make Factual Statements That Are Truthful and Can Be Verified - In an effort to accurately relay brand names, product attributes and program information, please refer to all Client-provided materials, if available, when developing content pertaining to Client or Client’s products. Most importantly, Blogger should only make factual statements about Client or Client’s product’s characteristics or quality, which Blogger knows for certain is true and can be verified. Blogger content should not be false, inaccurate or misleading. For example, Blogger should not make statements about the performance of a product unless Blogger has support for such claims.
- Respect Intellectual Property Rights - Intellectual Property is the group of legal rights to works that people create or invent. Intellectual property rights typically include copyright, trademark, and trade secret rights, as well as the right to use someone's name, likeness or voice. Examples include photographs, videos, music, trademarks/logos, personal names/likenesses (including celebrities’ names/likenesses), and writings. Blogger should never post or share any content that violates or infringes the intellectual property rights of any third party. If Blogger is unsure about a work, particularly in instances where a work includes a third-party’s trademark/logo, or music, film or television clips, or a celebrity’s name, photo or image, Blogger should check with Agency or Client before using the work. Blogger should not create or post Content that contains material or content for which Blogger has been compensated or granted any consideration by any third party. A good rule of thumb is, if in doubt, do not post it.
- Comply with other policies and laws – Blogger should comply with all applicable laws, rules and regulations of the United States or of any jurisdiction where Content are created, as well as the terms, conditions, guidelines and policies of any social media platform or service that Blogger uses in connection with the Services.
- Do not alter – Blogger should not alter or modify any logo, image, copyright or trademark provided by the Agency or Client if Blogger chooses to include such item in a blog entry, post or tweet.
- Do not be Inappropriate - Blogger should not associate Agency, Client or any Client’s products or services with any inappropriate, indecent, obscene, hateful, tortious, defamatory, slanderous, libelous or controversial content that would reflect poorly upon Agency, Client or the Program. Blogger shall not create or post Content that disparages Client or any other person or party or contains material not consistent with the image and values of Client.
- Respect Confidentiality - During Blogger’s time working with Agency and Client, Blogger may learn of confidential information that is not yet public. Blogger shall take all necessary precautions in handling the confidential information and limit disclosures on a strict need-to-know basis. In the event Blogger has any questions regarding the confidentially of specific knowledge obtained at the event, Blogger should reach out to the appropriate contact at the Agency or Client before sharing the information.
PLEASE NOTE THAT AGENCY RESERVES THE RIGHT TO MONITOR BLOGGER’S COMPLIANCE WITH THESE GUIDELINES AND TO TERMINATE BLOGGER’S PARTICIPATION IN THE PROGRAM IN THE EVENT OF ANY NONCOMPLIANCE.