A local radio host talks about her home's new roof and excitedly endorses the roofing company. A local talk show host gushes about his new HVAC system and sings their praises on the air. Those are personal endorsements and are advertising messages using the credibility of the local media personality to entice you to seek the advertiser's products or services based on your like or trust of the personality.
How do you really know if those endorsements are true?
Recently Google and iHeartMedia (the nation's largest radio station owner) got into some hot water when it was revealed that IHM radio personalities were only reading advertising copy and had never seen, owned or even handled the item they were endorsing.
From the Broadcastlaw Blog:
"...media companies, including broadcasters, webcasters, podcasters and others, need to consider carefully their advertising production after the big penalties imposed on Google and iHeart for broadcast commercials where local DJs promoted the Pixel 4 phone. Promotions included statements that clearly implied that the announcers had used the phone, including statements that it was “my favorite camera” and “I’ve been taking studio-like photos” with the phone. But, according to the announcements of the settlement with the Federal Trade Commission and seven state attorneys general, the announcers had not in fact used the phone. Google will pay the states penalties of $9 million, and iHeart will pay about $400,000. Each will enter into consent orders with the FTC requiring 10-year recordkeeping and compliance plans to train employees, maintain records of advertising with endorsements, and reports to be filed periodically with the FTC."
So, how does one know if those you hear endorsements are true, or just an advertising ploy?
Beats me.
You can read the Broadcastlaw Blog article here:
https://www.lexology.com/library/detail.aspx?g=21817ecf-febd-4d04-8ab6-4cf6d49633d1&utm_source=Lexology+Daily+Newsfeed&utm_medium=HTML+email+-+Body+-+General+section&utm_campaign=Lexology+subscriber+daily+feed&utm_content=Lexology+Daily+Newsfeed+2022-12-09&utm_term=
