ELIPS On Demand Program 10/20/16
ELIPS On Demand Program 10/20/16

#BrandedContent: What New FTC Endorsement Guidelines Mean for Digital Media Advertising, Talent, and Brands

Presented by the Entertainment & Intellectual Property Section

Native ads, branded content, consumer reviews…#ad, #sponsored, #paidad, #promotion, #sponsored by…

Is all of this making you see double? Are you grappling with questions about how the Federal Trade Commission’s Endorsement Guidelines affect your business? Whose problem is it – the talent, the agency or the brand? Well, we have the answers for you!

Three leading industry experts will present an overview of the FTC Endorsement Guidelines which require certain disclosures in paid ads and sponsored content to clarify that the messaging is promotional and that the speaker has a material connection to the brand. The panelists will also discuss how the guidelines apply to social media, native advertising, affiliate marketing, branded content and consumer reviews. This primer will be followed by an insightful discussion applying the guidelines to a hypothetical real world situation. Finally, the panelists will cover recent enforcement actions as well as monitoring and corrective measures.

Originally Recorded 10/20/16


Alan Friel is a partner in BakerHostetler’s Los Angeles office where he coordinates the firm's Advertising, Retailing, and e-Commerce industry initiative and is a member of its Privacy and Data Security and Content, Platforms and Software teams. Alan also serves as an adjunct professor at UCLA and Loyola Marymount Law Schools, and was named one of the most influential lawyers in Digital Media and eCommerce Law by the Los Angeles Business Journal.

Natalie LeVeck currently serves as Senior Counsel, Business and Legal Affairs for Sony Pictures Worldwide Marketing and Distribution. Natalie has responsibility for global marketing and distribution business and legal matters including advertising, publicity, merchandising and licensing, media, promotions and product placement for theatrical motion picture releases by Columbia Pictures, Screen Gems and TriStar Pictures.

Andy Marcus is the General Counsel and Head of Business Affairs for theAudience, a next generation social media agency and content studio creating and publishing content for brands and studios through a network of over 40,000 social media influencers. Andy advises on strategic partnerships and business development, talent deals, brand and studio collaborations, risk analysis and management, insurance, IP matters, and oversees the day-to-day business and legal affairs for the company. Andy also developed an industry-leading system of compliance, monitoring and enforcement of branded social media influencer marketing based on learnings from the FTC Endorsement Guides and the most recent FTC enforcement actions.

Duration & Credit Info

1 hour CLE credit

This On Demand Program is a streaming video presentation. Upon Purchase, you will receive a confirmation email with a link to access the program and download the program materials PDF file. Once you have completed the program a certificate will be generated and emailed to you within 1-2 business days.

Search terms: test, MCLE, Streaming, Audio, Lawyer, box

Product Code: 102016ELIOD

Discounted member price: 40.00
You could save: 33.3%