Beware Of Those Endorsements Radio — The FTC Is Watching…

Tuesday, October, 6, 2009 by Mel Phillips.

If you’re on the air and make an endorsement even if it’s on your blog, Facebook or Twitter, you will be required to “disclose any material connections” — that would include any payments or freebies you receive in return. Who sez? The FTC sez, that’s who. Beginning December 1, new guidelines affecting endorsements on blogs, Facebook, Twitter and other new media will take effect.  Here’s how it will work: If an air personality engages listeners through one of these new media channels you will now be required to disclose any “material connections” in the form of payments or freebies. The dozen creme-filled donuts you just glommed from Dunkin’ Donuts better be disclosed or else, even if you didn’t mention it on the air. All it takes is a mention elsewhere…

There was a time when jocks could mention his or her upcoming appearance and not log it. Remember those days? This new rule will carry fines up to $11,000 per violation and it will cover any and all consideration received from companies whose products are reviewed or promoted…

New rules on testimonials will also be enforced by the Federal Trade Commission. Advertisers must now “clearly disclose” what kind of results consumers can typically expect. Good luck with that one, FTC. And there’s more — air personalities and celebrity endorsers may now be liable for false or unsubstantiated claims made during the endorsement. How the FTC intends to enforce that one is anyone’s guess. Other industries have been nailed for their product claims too. Take a look at a box of Honey Nut Cheerios which has been forced to downgrade their claims on lowering cholesterol. Now it’s radio and TV’s turn… 

10 Timeline Memories:

1. 1927] Premiered on this date: “The Jazz Singer” becomes the first ‘talkie’ based on the short story “The Day of Atonement” by Sampson Raphaelson. Al Jolson stars…1959] “Pillow Talk” starring Doris Day and Rock Hudson. This is the first of 3 films starring the box office favorites…
2. 1945] The “Billy Goat Curse“: begins in Chicago when a Cub fan is refused admission to a Cubs World Series game because he had a goat with him. William “Billy Goat” Sianis, owner of a local tavern puts a curse on the Cubs. It works. Not only do the Cubs lose that WS but they would never win another one. There must have been a curse on the Cubbies earlier, too. The last WS they won was in 1908…
3. 1956] Wiping out Polio: Dr. Albert Sabin discovers the oral polio vaccine, just about eradicating the disease forever…
4. 1963] Getting out the broom: The Dodgers sweep the Yankees in the 60th World Series as Sandy Koufax wins 2 games and is voted series MVP…
5. 1973] “The Yom Kippur War“: erupts in the Middle East as Egypt and Syria attack Israel…
6. 1976] Walk-off home run: The Yankees win the AL Pennant when Chris Chambliss hits a dramatic home run against Kansas City…
7. 1978] Wedding Bells: Benny Andersson and Frida Lyngstad of ABBA rock down the aisle…1991] Larry Fortensky becomes victim #8 for Elizabeth Taylor…1996] Faith Hill and Tim McGraw become a duo…
8. 1981] “Happy Trails“: Egyptian President Anwar-el Sadat, 63, is assassinated by Islamic militants at a military rally in Cairo…1983] Cardinal Terence Cooke of New York succumbs to cancer at 62…1989] The legendary Bette Davis dies in France from cancer at 81…
9. 1983] Crossing the Hudson: The New York Jets announce they are leaving Shea Stadium for the Meadowlands where they play their 1st game in NJ in 1984…
10. 1996] That’s debatable: Bob Dole and President Bill Clintonmeet in their 1st debate in Hartford (CT) as a TV audience of 46.1 million viewers look on. Here’s Dole guesting on Letterman…

Music Memories:

• 1970] Number One on this date: “Cracklin’ Rosie” - Neil Diamond…
• 1976] Gold Standard: “Disco Duck” - Rick Dees (quack quack).  Rick Dees most embarassing moment..
• 1979] Released on this date: “Heartache Tonight” - Eagles…

“Happy Birthday…happy birthday“:

Rebecca Lobo (36), Elizabeth Shue (46), Dennis “Oil Can” Boyd (50), Tony Dungy (54), REO Speedwagon’s Kevin Cronan (58), Former Met pitcher Gary Gentry (63), Millie Small (67), Britt Ekland (67) and Bruno Sammartino (74)…

Timeline Countdown: Today is the playoff game between Detroit and Minnesota, the other playoff games start tomorrow, 22 days until the first game of The World Series and 25 nights until Halloween…

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