Looking for PlayStation tips and tricks?we can’t tell you how ISA Vekta Special Forces Alpha Team Can sail through Akmir snowdrifts Killzone 3. But for businesses that want to keep their practices out of the Pyrrhus Crater, including advertising agencies and public relations firms, the FTC’s proposed settlement with Sony Computer Entertainment America Inc. and advertising agency Deutsch LA offers Practical guidance.
The lawsuits accuse the companies of exaggerating the capabilities of Sony’s PlayStation Vita. Despite claims that “with cross-platform play, you can play a PS3 game, pause it, and then continue where you left off,” the FTC said the handheld’s performance didn’t live up to promises.
What’s more, before the PS Vita was released, a Deutsch assistant account executive sent a company-wide email asking colleagues to post comments about the product on Twitter using the hashtag #gamechanger. So Deutsch employees wrote impassioned tweets from their personal accounts without disclosing their ties to the ad agency or Sony. The complaint challenges this as a deceptive practice that violates the Federal Trade Commission Act.
Of course, the proposed settlement only applies to Sony and Deutsch. But what can other companies learn from these cases?
Ready, fired, aimed? Sony claims that the PS Vita will revolutionize gaming with a host of new features. For example, according to the ad, users can start a PlayStation game at home and then continue playing on the Vita from another location. But there is an undisclosed problem. This feature only works with a few PS3 games, and pause and save functionality varies from game to game. Additionally, due to the limited number of games that support the feature, Sony isn’t telling people that they have to buy both the PS3 and PS Vita versions of the game. The settlement serves as a reminder for companies preparing to launch products to ensure that their “game-changing” products live up to the hype. In other words, don’t let your advertising write a check that your product can’t cash.
Validate your visuals. Visuals can speak to potential buyers as persuasively as you speak. This is why the established principles of verification also apply to description.Some Sony ads showcase popular PlayStation games Killzone 3 Play on the PS3 console, pause, then play again on the PS Vita in another location.The problem is that Vita owners can’t easily access data-rich games like Killzone 3 Sony never enabled Remote Play on the game. Lessons for advertisers?think about your words and Visual communication to consumers.
What’s the latest trend? Of course, marketers want to draw attention to their products, but the principles of authenticity in advertising also apply to social media platforms. One notable example: If there is a material connection between an advertiser and a Twitter user (or blogger or other endorser), this must be clearly disclosed. What is “material connection”? According to the Federal Trade Commission’s Endorsement Guidelines, such links may affect the weight or credibility given to an endorsement by consumers. That makes sense, doesn’t it? Would you evaluate positive reviews from consumers who have no relationship with the company differently than positive reviews from seller staff?
“But we love it! We really love it!” Some endorsers justify their failure to disclose material connections on the grounds that they genuinely like the products they advertise. Of course, it’s important that an endorsement “reflects the endorser’s honest opinion, discovery, belief, or experience”—but that’s not the only criterion for legal compliance. Genuine passion for a product does not alter the obligation to reveal all material connections.
social studies. To prevent social media missteps, advertisers, agency executives, public relations professionals and spokespersons should educate themselves on what to do and what not to do. To introduce recognition guidelines to your employees, show this video at your next staff meeting. Want to delve deeper? The guide includes dozens of real-world examples. The Federal Trade Commission’s Revised Endorsement Guidelines: What People Are Asking, answers some of the toughest questions.
from Tech Empire Solutions https://techempiresolutions.com/everything-thats-sold-highlights-of-ftcs-sony-deutsche-settlement/
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