Andrew Gordon to Represent Electronic Retailing Association's Television Council...

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 21stAndrew 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

SOURCE Direct Impact Group

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