Abraham Harrison warmly welcomes the new FTC ruling

Our world is already deep into the age in which bona fide, person-to-person endorsements and recommendations are some of the most powerful forces driving consumer decisions.  We at Abraham Harrison are thrilled with the new FTC endorsements guidelines and the strengthened transparency, honesty, and accountability these rules are bringing to the world of marketing.

Yesterday, our beloved friend, David Gelles struck a ravingly sensationalist tone in his front-page Financial Times article (respect, yo!) on the new FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising.  ‘“All the worst fears of businesses have come true,” said Anthony DiResta, an attorney representing several advertising groups.‘ David quoted.

We understand, David… you were probably pressured by the wild-eyed editors of that questionable British rag.  They have to sell papers in these tough times.

In reality, these new guidelines are reason for dancing-in-the-streets celebration, not fear.  Abraham Harrison is very pleased at the new universal standards of openness, sincerity, and trust these rules are bringing to all companies leveraging word-of-mouth marketing and endorsements.  They will further strengthen the impact of the true, bona fide voices of the bloggers and other online influencers that Abraham Harrison activates for our clients every day.

The most powerful endorsements come from people sharing their honest opinions – those whose voices have not been bought.  Every month, we at Abraham Harrison activate hundreds and thousands of individual bloggers and online influencers in support of our clients’ products, companies, and organizations.  These influencers are motivated solely by their enthusiasm and support for what our clients are offering.  Their voices are so powerful precisely because their readerships know that they are hearing authentic, un-bought opinions:

• Thanks to the Snuggle Crème Bloggers
• Thank You Half-Marathon Fresh Air Bloggers
• Thank You International Medical Corps Bloggers Part II

The new FTC guidelines will help consumers know that when they read an endorsement it is the real deal, and not just another paid advertisement.  This transparency is good for the consumer and good for both the image, and dare I say, the soul of the advertising and PR industry.

For over three years now, we at Abraham Harrison have been activating the tremendous power of the real, honest, un-bought voices of  bloggers and online influencers for our clients.  These FTC rules are bringing a wonderful new standard of universal transparency to the field of marketing and that is good for consumers, for the companies and organizations that wish to reach them, and for the marketers bringing them together.

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