Our world is already deep into the age in which bona fide,person-to-person endorsements and recommendations are some of the mostpowerful forces driving consumer decisions.  We at Abraham Harrison are thrilled with the new FTCendorsements guidelines and the strengthened transparency, honesty, andaccountability these rules are bringing to the world of marketing.

Yesterday, our beloved friend, David Gelles struck a ravingly sensationalist tone in his front-page Financial Times article (respect, yo!) on the new FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising.  ‘“All the worst fears of businesses have come true,” said Anthony DiResta, an attorney representing several advertising groups.‘ David quoted.

We understand, David… you were probably pressured by the wild-eyededitors of that questionable British rag.  They have to sell papers inthese tough times.

In reality, these new guidelines are reason fordancing-in-the-streets celebration, not fear.  Abraham Harrison is verypleased at the new universal standards of openness, sincerity, andtrust these rules are bringing to all companies leveraging word-of-mouth marketingand endorsements.  They will further strengthen the impact of the true,bona fide voices of the bloggers and other online influencers thatAbraham Harrison activates for our clients every day.

The most powerful endorsements come from people sharing their honestopinions – those whose voices have not been bought.  Every month, we atAbraham Harrison activate hundreds and thousands of individual bloggersand online influencers in support of our clients’ products, companies,and organizations.  These influencers are motivated solely by theirenthusiasm and support for what our clients are offering.  Their voicesare so powerful precisely because their readerships know that they arehearing authentic, un-bought opinions:

• Thanks to the Snuggle Crème Bloggers
• Thank You Half-Marathon Fresh Air Bloggers
• Thank You International Medical Corps Bloggers Part II

The new FTC guidelines will help consumers know that when they readan endorsement it is the real deal, and not just another paidadvertisement.  This transparency is good for the consumer and good forboth the image, and dare I say, the soul of the advertising and PRindustry.

For over three years now, we at Abraham Harrison have beenactivating the tremendous power of the real, honest, un-bought voicesof  bloggers and online influencers for our clients.  These FTC rulesare bringing a wonderful new standard of universal transparency to thefield of marketing and that is good for consumers, for the companiesand organizations that wish to reach them, and for the marketersbringing them together.