SPOTLIGHT: New Gmail Ads, Yelp & FTC Violations

TODAY’S SPOTLIGHT

If your organization advertises using AdWords, you can now target Gmail with an ad that expands when the viewer clicks the screen.

In reputation news, Yelp is now posting a harsh note about 100 different moving companies when its network reportedly pressured customers for good reviews (they actually gave them discounts…) And the FTC, which is far more powerful than Yelp, cracked down on testimonials that were not disclosed as paid testimonials.

This is the third time we’ve mentioned this in 29 issues. You must stop if your organization is using paid endorsements that are not marked as paid. If you’re the one caught, you face harsh penalties, If your agency is doing it, fire your agency. Most people remember the brand names that got caught, not the agency’s name.

And that is what you need to know for this week without the hype.

News You Should Know

Inside AdWords: Native Gmail ads arrive in AdWords for all advertisers

Big change Ad targets Gmail in “collapsed” mode & only expands when someone clicks to expand it.

Yelp Penalizes 100+ Movers Alliance Business Listings After Group Charged With Misleading Customers

Yelp has its own issues, but still influences some consumer behavior. A cautionary tale about trying too hard to manipulate those ratings.

FTC Settles With Gaming Network Accused Of Failing To Disclose Paid Endorsements

US agency fires another warning shot against lack of social media disclosures by settling complaint that gamers were paid up to $30,000 to upload video endorsements of the Microsoft Xbox One console.