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DRMA Voice September 2017

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19 Sep, 2017

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Legal and Regulatory Voices of DRMA
FTC Plays ‘Red Light, Green Light’ With Influencer Marketers 
Earlier this month, the Federal Trade Commission (FTC) broke new ground by announcing its first enforcement action against social media influencers for failing to disclose material connections with a brand they were promoting. In this case, the influencers, video gaming personalities, TmarTn and Syndicate, owned the site they were promoting, CSGO Lotto, without disclosing their ownership of the site.
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Negative Option Remains Prime Enforcement Target at Trump FTC 
When Acting Federal Trade Commission (FTC) Chair Maureen Ohlhausen – who nine months into the Trump administration perhaps can claim the title of de facto permanent chair – took over the reins of the agency, she announced that after years of hyper-regulation by the Obama FTC, she would be returning the Commission to its core mission of traditional, bipartisan fraud enforcement, with actual consumer harm to serve as a prime guidepost in case selection.
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Committee Corner
Mass Tort Drug Injury Ads Draw Government Scrutiny 
In June, the House Judiciary Subcommittee on the Constitution and Civil Justice held a hearing examining the issue of drug injury advertising, with testimony from doctors and attorneys focused on the way in which such ads influence users and the doctor-patient relationship.
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Become a Member, Stay Involved, Advocate for Our Industry 
Many years ago, I came to the DR industry after spending more than 20 years in general advertising. While I had a pretty good idea of what DRTV was about as I’d done some work in the space in my early days, the industry had evolved so far that I was pretty much a novice. So I went to my first industry trade show and wondered what I had just stepped in to. Everyone was hugging and kissing each other as they met and I asked myself, “Is this some kind of cult?”
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

Our most recent DRMA member white paper comes from Ship-Right Solutions. It shares four key benefits to outsourcing business processes: The 4 Major Benefits of Outsourcing Your Business Processes

Another recent addition comes from DRMetrix and SciMark, who team to present their midyear 2017 True Top 50 ranking of DRTV campaigns: DRMetrix and SciMark Present the Mid-Year True Top 50

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

Voting for the 2017 DRMA Marketer of the Year closed last Friday. Keep your eyes peeled for a special announcement of this year's winner - Boll & Branch, Highmark Health, or Monster Worldwide - next week!

The date for the 2017 DRMA Winter Bash is set: Tuesday, Dec. 5. Join us at our new location - the Lovage Rooftop in New York City - to network and celebrate the season! RSVP here today: DRMA Winter Bash

REELZ launches on DirecTV Now, the live and on-demand streaming TV service, available across supported devices, including smart televisions, tablets, computers, smartphones, and other streaming devices.

NBCUniversal reports it will close Seeso, its subscription video-streaming service for comedy content by year’s end. The service launched in January 2016 for $3.99 a month.

Incremental Media hires Darren Fisher as vice president of business development to expand its digital retargeting postcard program, which sends direct mail related to web use to the homes of anonymous web users

a2b Fulfillment adds a 170,000 square-foot warehouse in Trenton, S.C., that gives the company a total of 560,000 square feet, including its headquarters in Greensboro, Ga., and its facility in Eatonton, Ga.

ABC Television Network signs up for Nielsen’s National Out-of-Home Reporting Service. The move provides ABC with out-of-home viewing data, including ratings for all content – programs and commercials – aired on the network for live-plus-seven days of time-shifted viewing. Earlier this year, Disney-ABC Television’s ESPN and ESPN2 became the first two networks across broadcast and cable to sign up for this opt-in syndicated service.

Global Mobility announces the Fourth Annual Friends of Mobility Gala, slated for Saturday, Sept. 30, 2017, at 6 p.m. at the Manhattan Country Club in Manhattan Beach, Calif. The event will feature music group The Spazmatics, The Rollettes wheelchair dance team, a silent auction, and more. Email [email protected] for more information.

Media Analytics announces its SMARTview and SMARTlink measurement services, which measure census-level data of household viewing of direct response on TV screens, and analyze downstream consumer cross-screen behavior and engagement in real time.

InQuest Communications adds Jason Kozma to its family of fitness trainers. Kozma, a former Mr. America, is a body transformation artist with more than 20 years’ experience in bodybuilding, training, and nutrition.

XB Logistics announces it has become a certified member of the U.S. Customs-Trade Partnership Against Terrorism program, a voluntary government-business partnership to encourage importers to take an active role in promoting and ensuring the integrity of supply chain and border security..

Media Design Group reports clients using the company’s Tradr platform are seeing “great success.” Tradr, a TV supply side platform for advanced TV audiences, uses comprehensive Nielsen and comScore audience data that, when combined with first-party data, delivers plans that can reach hyper-targeted households.

DRMetrix announces its new Global Search and Advertiser Pages that make finding the 27,000 creatives, 6,800 brands, and 3,800 advertisers in its AdSphere database easier to find.



DRMA Winter Bash
Dec. 5, 2017 | New York
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COMING SOON: Digital Summit 2017
Sept. 25-27, 2017 | Los Angeles
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ERA D2C Convention 2017
Oct. 2-5, 2017 | Las Vegas
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&THEN: DMA 2017
Oct. 8-10, 2017 | New Orleans
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