Cole Haan, Pinterest and the FTC

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Don’t pull a ‘Cole Haan” if you’re a social media manager – that’s soon to be a thing. Here is a quick article about how a ‘content’ by Cole Haan was being investigated by the FTC and how that ‘case’ has led to a new standard that Social Managers should adhere to. If you’re having a contest with “substantial financial incentive” you have to let it be known that these people are posting and a “material connection.” Moral of the story (as far as I understand) is that you have to tell consumers “when they’ve been compensated or incentivized to endorse a product.”

One tidbit I continue to wonder about is how does one discover what constitues as “substantial financial incentive” and in turn how to tell the audience of this change.

Digiday Article

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