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With the rapid growth in social marketing, the Federal Trade Commission has become increasingly concerned about these new methods of reaching out to consumers. Specifically, it’s wary about ways in which some brands and their agencies have abused these evolving media tools, betraying the trust of consumers and the social communities in which they interact.
These practices include paying Internet users to post disingenuous positive product reviews; “astroturfing,” where advertisers pretend to be unaffiliated consumers and post misleading or false information; and creating Flogs, fake blogs that purport to be objective, but are really designed to covertly promote a product.
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