. . . “It would be impossible for the FTC to prescribe a method or remedy for every medium, because it would be like a game of Whack-a-Mole,” Paul Kurnit, a marketing professor at Pace University, told the E-Commerce Times. “For every new platform today, there will be five more that will pop up tomorrow.”
With new social and digital media, there are myriad ways to put messages out, Kurnit observed, and consumers receive them in much more interactive and personal ways.
“So, in this new and evolving commercial marketplace, the old adage ‘buyer beware’ is more critical than ever,” he pointed out, “but so is the requirement ‘advertiser be responsible.'”