Andrew Gordon to Represent Electronic Retailing Association's Television Council at Meeting With Congressional Staff Members and Federal Trade Commission

Andrew Gordon to Represent Electronic Retailing Association's Television Council at Meeting With Congressional Staff Members and Federal Trade Commission

NEWTON, Mass., April 20 /PRNewswire/ -- Advertisers in the U.S. may have to find a new way to market their products and services if the Federal Trade Commission passes new regulations on the use of endorsements and testimonials. The proposed new FTC rulings would prevent marketers from using accurate and truthful testimonials if the results experienced by the individual are not considered "typical." There is much concern among marketers that demonstrating or proving "generally expected or typical results" may be impossible for many products and services. Since the purpose of a testimonial is to highlight inspirational personal experiences associated with a specific product or service, not allowing the people who have benefited most to tell their story is selective censorship.

By contrast, other proposed FTC amendments are needed - especially those designed to stop misrepresentation in advertising. For example, expert endorsers, such as doctors, must have relevant experience in order to appear in an endorsement or clearly cite the limits of their expertise. The intent of the proposed restrictions is to make it easier for consumers to judge the credibility of the source; and whenever there is misrepresentation in advertising, it hurts the industry as well as the public.

If adopted by the FTC, the new rules will affect all forms of advertising including company websites and blogs, and will also require disclosure of certain connections between endorsers and marketers. Updated guidelines for the use of endorsements and customer testimonials are under final review by the Federal Trade Commission, and if adopted, will be the first update since 1980.

On April 21st Andrew Gordon, President of Direct Impact Group and Chair of the Electronic Retailing Associations Television Council and other participants will speak with Congressional staff members and members of the Federal Trade Commission to voice their concerns about some of the proposed endorsement and testimonial regulations being reviewed by the FTC. Mr. Gordon and other members of the ERA will meet on Capitol Hill to discuss how some of the proposed changes to the guidelines will drastically increase costs for marketers, limit the ability to use aspirational messaging in advertisements, and impede the use of truthful consumer testimonials. Andrew Gordon says, "This is the most important issue that marketers have faced in a very long time. And it doesn't just affect direct marketers-consumer package goods marketers will be severely impacted as well. We all must band together to ensure the proposed changes are modified."

About Andrew Gordon

Andrew Gordon is the founder and President of Direct Impact Group, a strategic direct marketing firm that specializes in results-oriented broadcast lead generation initiatives. He brings over twenty-seven years of broadcast direct marketing experience to the firm's clients in the financial, legal, home improvement, retail and medical industries. Andrew is a nationally recognized expert on DR radio and DRTV, and he is known for his ability to use direct response media strategies and hybrid creative messaging to deliver unprecedented ROI. Andrew is the architect of Direct Power Branding(TM), a powerful communication process that combines the perception-shaping, relationship-driven power of brand advertising with the persuasive pulling power of direct response advertising. Mr. Gordon currently serves on the segment advisory group for the Direct Marketing Association Broadcast Council and also serves as Chair of the ERA Television Council, while serving as an active member of the ERA Radio Council. Because of his direct marketing expertise, Andrew has been invited to speak at seven annual DMA conferences, five DM Days Conferences and three ERA Conferences.

About Direct Impact Group

Direct Impact Group is a strategic direct marketing firm specializing in results-oriented lead generation initiatives that bolster brands, grow top-line revenues and increase marketing return on investments. The firm helps clients by crafting integrated marketing programs that have impact across multiple platforms. Direct Power Branding(TM) is the firm's unique process that helps generate qualified sales leads while building client's brands. This process combines the perception-shaping, relationship-driven power of brand advertising with the persuasive pulling power of direct response advertising. Direct Impact Group is headquartered in Newton, Massachusetts and has affiliates in New York, Chicago and Santa Monica. For additional company information visit www.directimpactgroup.com.

About the Electronic Retailing Association

Representing a more than $400 billion market, the Electronic Retailing Association (www.retailing.org) is the only trade association in the U.S. and internationally that represents leaders of direct response, which includes members who maximize revenues through electronic retailing on television, online and on radio. ERA strives to protect the regulatory and legislative climate of direct response while ensuring a favorable landscape that enhances e-retailers' ability to bring quality products and services to the consumer. ERA counts industry leaders like Guthy-Renker, HSN, QVC, IAC, ShopNBC, Google, Amazon, Savvier, and eBay among its member companies.

   Contact: Kathy Lavrentios   Direct Impact Group   617-964-4141  

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Source: Direct Impact Group

CONTACT: Kathy Lavrentios of Direct Impact Group, +1-617-964-4141

Web Site: http://www.directimpactgroup.com/

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Profile: International Entertainment