August 19, 2016 3:22 pm
Recently and without fanfare, Pinterest revised its Promotion Guidelines in a few significant ways.
The old Guidelines said you cannot “run a sweepstakes where each Pin, board, like, or follow represents an entry;” you cannot require people “to Pin from a selection;” and you cannot “require a minimum number of Pins.”
These restrictions are gone. The new Guidelines now expressly prohibit three things:
- Requiring entrants to post a specific image. Pinterest says: “Give Pinners the ability to choose Pins based on their tastes and preferences, even if it’s from a selection or a given website.”
- Allowing more than 1 entry per person. Pinterest says that multiple entries are “less authentic and can negatively impact other Pinners.”
- Suggesting that Pinterest sponsors or endorses the promotion.
Requiring a pin to enter, pinning from a selection, and having a minimum number of pins to enter are now all apparently permissible.
Yay Pinterest! Let the kids play.
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March 16, 2016 10:27 am
This week the FTC settled charges against Lord & Taylor from alleged deceptive native advertising during its March 2015 Design Lab social media campaign. http://1.usa.gov/22h3sJ7 A big takeaway from this settlement is the FTC’s position that a company not only has to comply with the Native Advertising/Endorsement disclosures on its own social media platforms, but also has to ensure (by contract and monitoring) that its paid endorsers make the requisite disclosures on their own social media posts.
For its sales campaign, L&T focused on one product, the Paisley Asymmetrical Dress, to flood the Internets. The native advertising included:
- L&T gave the Dress to 50 select fashion influencers (what a job!) who were paid $1,000-$4,000 to post pictures of themselves on Instagram wearing the Dress. By contract, L&T required them to use “@lordandtaylor” and “#DesignLab” in the posts. The contract did not require the influencers to disclose in their postings that they had been compensated by L&T. L&T pre-approved each of the posts to ensure use of the user designation and hashtag. None of the posts had any endorsement disclosure and L&T did not add any.
- L&T contracted with the fashion magazine Nylon to run an article with a picture of the Dress, which L&T pre-approved. L&T did not require Nylon to disclose the relationship in the article.
- L&T also contracted with Nylon to post a picture of the Dress on Nylon’s Instagram page; again, no disclosure requirement.
The campaign was a huge success; it reached 11.4 million Instagram users and produced over 300,000 brand engagements; and the Dress sold out in days. But while women everywhere said yes to the Dress, the FTC said bad to the ads. (more…)
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