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Title : CURMUDGUCATION: FTC Cracks Down On Edu-Influencers
link : CURMUDGUCATION: FTC Cracks Down On Edu-Influencers

CURMUDGUCATION: FTC Cracks Down On Edu-Influencers

CURMUDGUCATION: FTC Cracks Down On Edu-Influencers

FTC Cracks Down On Edu-Influencers

One of the small tricks that education marketers have developed is to enlist teachers as brand ambassadors. Teachers are, after all, the voices most often trusted by other teachers, so it's got to be a real boost if you can get Mrs. Teachwell to tout your product on Twitter or Instagram or Pinterest. And the beauty of it is that Mrs. Teachwell may come cheap-- some free product, box of pens, maybe even some actual money.

It's a fuzzy ethical line; do teachers who accept some sort of marketing deal compromise their professional judgment? On the other hand, if you find an edu-product you really like, isn't the fact that you can get a few goodies for plugging just sort of gravy? People are not exactly lined up to give teachers things. Still, it's a pain to be talking to someone who you think is just offering a professional insight and then it turns out they're a paid-ish endorser.

Now the FTC has decide to add its voice to the conversation. EdWeek talked to FTC attorney Michael Ostheimer to get some clarity on the new rule, and it doesn't seem very hard tp grasp.

The connection between an endorser and a brand—whether it’s swag or a trip or getting paid money—that should be disclosed to the endorser’s audience,” said Ostheimer.

Just noting the connection in your profile is not enough. Every time you post about how awesome the Gradeinator 3000 is, you must also post that you are a Gradeinator 3000 Ambassador.  The guidelines indicate that you must reveal any "financial, employment, personal, or family relationship." Financial is of course not limited to being handed cash. Some of the guidelines are sensible (the notification has to be plain and clear and in the same language as the rest of the communication) and some of them will be  challenging. Liking a tweet or post by Gradeinator 3000 counts as an endorsement, so somehow your "like" will have to include your relationship. If you're doing a live stream that involves the Gradeinator 3000, you need to include your relationship CONTINUE READING: CURMUDGUCATION: FTC Cracks Down On Edu-Influencers

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