On Friday the U.S. Food and Drug Administration (FDA) sent a warning letter to Duchesnay, manufacturer of DICLEGIS, a morning sickness drug, based on a social media post by ubiquitous social media user, Kim Kardashian. Kardashian posted a picture of herself with the drug while touting its safety and efficacy. However, Kardashian failed to mention
The rise of social media for contests and marketing campaigns has captured the attention of the Federal Trade Commission (FTC), particularly campaigns that provide for contest entry based on what amounts to social media endorsements. “Like Company XYZ now to enter!” The FTC is taking stock and beginning to weigh in on this relatively recent practice. Just ask Cole Haan. Late last month, the FTC sent the popular shoemaker a letter marking the end of its investigation into a marketing campaign that turned on “pinning” Cole Haan products for entry into a contest. In it, the FTC concluded that Cole Haan needed to do more to disclose the connection between the contestants’ “pins” and the company’s contest.
It all started last year when Cole Haan launched its Wandering Sole marketing campaign. Cole Haan encouraged consumers to create Pinterest boards that included five shoe images from Cole Haan’s own Pinterest board and another five images of the contestants’ favorite places to wander. Whoever created the board that the company dubbed most creative would win a $1,000 shopping spree. To identify the contestants, Cole Haan asked that the Pinterest users include the hashtag #WanderingSole in the description of their images.
Continue Reading The FTC “Pins” Cole Haan on Pinterest Campaign: Disclosure of Contest Driving Endorsement of Products Required