Another FTC Guideline View

I’ve been discussing FTC media guidelines with Paula Cox at Vidicom. Vidicom does a lot of distribution of health related PR vehicles. We were reviewing guidelines from both a PR and advertising point of view. As I’ve said before, as far as I’m concerned, it’s business as usual. FTC guidelines are not laws, they’re just that—guidelines. The onus is on each media outlet to ask if someone is being paid to pitch a product or service. On b-roll and video news releases, company and PR agency contact information should be noted and have a disclaimer; for live interviews, media has to ask. If a company’s answer is truthful (no sugar coating) and it’s something the media accepts, there should be no problem. Of course, making claims or false claims are an entirely different issue. There’s no reason to go there, unless you’re making claims or false claims.

From a paid media standpoint, i.e., print and broadcast media, outlets need to scrutinize what advertisers are saying. But ultimately advertisers hold the key to responsibility to what they’re presenting.

While it has often been said the media is negative to the dietary supplement industry, I believe if you’re fair with the media, the media will be fair with you. That’s been my experience through the years and I’ve had plenty of experience interfacing with editors, producers and advertising representatives. I like to think my track record speaks for itself.