Submission Number: 00007
Received: 12/29/2011 11:43:36 PM
Commenter: Tom Chernaik
State: New York
Agency: Federal Trade Commission
Initiative: Agency Information Collection Activities; Submission for OMB Review; Comment Request; (Alcohol Beverage Industry) FTC File No. P114503
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CMP.LY urges the Commission to focus on some of the data that is collected with regard to digital and social channels and to look carefully at the ways that these channels are being used. Under self-regulation or otherwise, we believe that the use of digital and social channels will grow dramatically (as we have seen in other industries) and that the social and direct nature of these channels is likely to pose significant challenges to responsible marketing, if they are not addressed properly.
Further, we believe that a closer look at these issues would benefit both the Commission and the industry, providing an opportunity to explore the tools and methods in use today, and to better understand the challenges and opportunities that are sure to come in the future as sponsored content and marketing messages become more seamlessly integrated with influencer profiles and individual messages, Tweets and updates.