January 1, 2009
In a Promo Magazine article title “Marketers Could Face New Federal Rules,” partner Lewis Rose was quoted. The article posed the question, “Will the Obama government take a more activist approach to some of the issues that affect brands and promotions?” The article discussed the Federal Trade Commission’s new set of guidelines about endorsements and testimonials.
Mr. Rose suggests that a new administration with a more activist Internet ideology might lead the FTC to a 180-degree turn on self-regulation of Internet advertising. “It is possible that the FTC will do an about-face, and ask Congress to implement privacy legislation, just as the FTC reversed course under President Bush and withdrew a prior call for privacy legislation under the Clinton administration,” Mr. Rose explained. “If the FTC does so, the behavioral advertising guidelines will be on the negotiating table.”