Social media and blogging team trained in preparation for new guidelines.
We have always supported the idea of transparency in online communications 
Englewood, NJ (PRWEB) November 18, 2009 -- Resolute Digital, a New York City based digital marketing agency has responded to the FTC's "Final Guides Governing Endorsements, Testimonials" by adopting a new set of guidelines which Resolute Digital will follow when promoting its clients' products online. The new FTC Guides are expected to go into effect in December.
"We have always supported the idea of transparency in online communications," said Jarod Caporino, a managing partner of the agency. "The revised FTC Guides extend the concept of acknowledging payments for opinion or revealing that seemingly real people are actually paid actors, which has been the case in paid advertising for many years."
Resolute is now training its social media and blogging team to always reveal that they are working on behalf of the client. For example, if a paid staff member were responding to a Tweet about teaching small children the alphabet, they could mention Resolute's latest iphone development application that trains small children to form letters on the screen but would be completely transparent about the fact that he or she was employed by Resolute Digital. Similarly, the staff and freelancers are trained to reveal their connection to a client when working on their behalf.
"To the extent that blogs and social media sites are forums for opinion, similar to newspaper columns which often double as blogs these days, the FTC is applying advertising standards to a much broader medium of expression." Caporino said he could not recall of a case of the FTC pursuing a columnist or book author who had received money from the same company whose products which they cast in a favorable light and failed to disclose the tie.
Resolute has looked at these issues and believes that any and all ties should be stated. Caporino states, "Given the speed of Internet opinion-making, we think that if there is a suspicion of financial ties this can be more damaging to our clients' reputation than simply acknowledging it in an upfront, positive manner."
Resolute's new internal guidelines can be seen at FTC Guidelines Governing Bloggers, Celebrity Endorsements.
About Resolute Digital
Resolute Digital delivers integrated creative, technical, media and website analytics solutions for large and small business. Vertical markets for which Resolute has deep practical understanding are publishing, consumer electronics, social networks, pharmaceutical goods and health services, consumer products, financial services, and telecommunications.
Resolute Digital is based in the Greater New York area. For more information please visit http://resoluted.com.
Contact:
Jarod Caporino
Managing Partner
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