BzzAgent is a WOM agency that manages a network of 600,000 highly engaged consumer volunteers located throughout the US, Canada and the UK. The WOM company has just announced a series of Compliance services to ensure that its clients in PR and marketing departments do not contravene the FTC’s Guides on endorsements in social media, which come into effect today.
I wrote an article in favour of these guidelines for Mumbrella.
BzzAgent refers to its network members as volunteers. I thought volunteers worked for not-for-profits. I think its inevitable that the WOM agencies will have to make full disclosure and transparency core to their service offering in order to stay on the right side of the FTC and similar enforcement agencies in other countries and for the reasons that I pointed out in the article for Mumbrella.
This graphic from BzzAgent provides a neat summary of the obligations under the FTC Guides and the steps that PR professionals and marketers can take to ensure compliance.
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Tags: compliance, disclosure, FTC, Government, marketing, PR, Public Relations, transparency, WOM
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