Thanks to the continued prominence of social media in people’s daily lives, it is no surprise that more familiar marketing strategies such as celebrity product endorsements would update for the current era. Recently, social media advertising has practically entered the realm of science fiction with the introduction of computer-generated influencers. These avatars are created to sell, but who is responsible if they fail to comply with advertising laws?
Sunny Co Clothing posted a photo of a woman wearing a red swimsuit with a caption reading “EVERYONE that reposts and tags us in this picture within the next 24 HOURS will receive a FREE Pamela Sunny Suit” – along with other applicable rules. Instagram went crazy with thousands of reposts. The following day, Sunny Co Clothing posted a second photo stating that they had the right to cap the promotion if they so choose. Many people, myself included, questioned how this retraction was possible. Could it be as simple as reposting an Instagram photo and tagging the company to receive a $64.99 swimsuit for free? The answer is yes, but with a caveat. One must follow the federal sweepstakes laws, applicable sweepstakes laws of the participants’ home states, and the governing rules of all the social medial platforms where the post appears. Easy, right?
Nearly 40% of publishers using native advertising are not compliant with the Federal Trade Commission’s (“FTC”) guidelines; this figure has improved from one year ago, when only 30% of users were following the guidelines. In 2017 alone, the FTC estimates that the revenue generated from native advertising will total $20.9 billion, with an estimated 610 new advertisers each month this number is projected to increase to $59 billion in 2018. The number of corporations using native advertising has increased over the years because of social media platforms like Instagram and Facebook, where much of the in-feed content is paid or sponsored.
On September 25th, a former Okaloosa County, Florida paramedic, Christopher Wimmer, was sentenced to six months jail time and three years’ probation for taking “selfies” with incapacitated victims in ambulances last year and sending them to a co-worker. He and his co-worker, Kaylee Renee Dubois, were engaged in a “selfie war” with each other and snapped images and videos of patients in ambulances who were unconscious, sedated, intoxicated, or incapacitated. In total, 101 photos, 64 videos, and 41 patients were photographed or recorded during the so-called war, and a mere three patients consented to photographs being taken of them. Employees’ missteps with the privacy rights of patients have a negative lasting effect on their employer, their own career, and their patients.
Mary H. Carlson Associate Editor Loyola University Chicago School of Law, JD 2018 Social media has emerged as a preferred platform for the expression of personal opinions, a means of gathering new information, and as an important networking tool. However, health care profs subject themselves to particular dangers health care professionals (HCPs) subject themselves …