On September 15, 2016, the Federal Trade Commission will be holding a public workshop to examine the effectiveness of disclosures. Although the workshop will include various types of disclosures including privacy policies and nutritional labeling, the part that will most impact performance marketers will be the discussion regarding social media, native advertising, and other online advertising.
Although the public can attend the workshop in Washington, D.C., we understand that is not practical for most of our members. Instead, you can view a webcast of the event and a link to that will be made available the morning of the event on the event page. Further, you can already view the full agenda.
Of particular interest on the agenda for our industry are:
Evaluation Procedures and Methods (This session will provide an overview of the procedures and methods to evaluate disclosure effectiveness and a discussion of the costs and benefits of using various evaluation procedures and methods.)
Comprehension (This session will discuss studies that evaluate whether people understand the information conveyed in disclosures.)
Impact on Decision Making and Behavior (This session will discuss studies that evaluate the impact that disclosures have on consumers’ decision making and behavior.)
The Future of Disclosures?
One of the case studies is:
Colin Campbell Dept. of Marketing and Entrepreneurship, Kent State University “When Disclosure May Not Be Enough: Social Media, Native Advertising and Multiple Ad Recognition Cues”