FTC Outlaws Fake Reviews

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Welcome to today’s edition of Marketing Scroll, bringing you the latest marketing & retail stories in 60-word value bombs.

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E-COMMERCE

🚫 FTC Outlaws Fake Reviews with New Rule

The FTC has enacted a rule banning fake reviews, including AI-generated ones, to combat deceptive practices and protect consumer trust. Businesses can't buy, sell, or bribe for reviews, must disclose personal connections, and can't threaten customers to remove negative feedback. The rule, effective in 60 days, aims to ensure honest online feedback and fair competition.

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SOCIAL MEDIA

💸 TikTok Offers Cash to Draw New Users

TikTok is launching a new incentive program to reignite its U.S. user base. To participate, users must opt into the program, and then invite YouTube creators with at least 10k followers and Instagram influencers with 100k followers to join TikTok. Once these creators sign up, users will receive Amazon gift cards as rewards. 

OUTLOOK

📊Display & Video B2B Ads Boost Brand Favorability

MAGNA's survey in partnership with LinkedIn reveals that display and video B2B ads boost brand favorability by 9%, increase research intent by 8%, and enhance purchase consideration by 8-9%. Creative ads capture 49% of decision-makers' attention. However, many B2B ads fall short on humor (64%) and emotional appeal (64%). Investing in resonant, engaging outreach is essential to capture the attention of B2B decision-makers. 

PERFORMANCE MARKETING

🚀 Meta Unveils Enhanced Ad Targeting and Attribution

Meta is set to enhance its ad measurement and attribution systems by late 2024 introducing “Conversion Value Rules,” allowing users to target high-value audiences more effectively, and an opt-in attribution setting to emphasize incremental conversions. Additionally, new CRM tool integrations will provide richer insights for improved campaign optimization. 

PERFORMANCE MARKETING

🔍 Google’s Gemini Adds ‘Deep Research’ Feature

Google will soon introduce "Deep Research" to its AI assistant, Gemini compiling and synthesizing information from multiple sources, aiming to help users with complex tasks and decision-making. Scheduled for release in the next few weeks, it promises a comprehensive, easy-to-understand report based on gathered data. Details on its functionality and rollout are still pending. 

BRAIN TEASER

What word is pronounced the same if you take away four of its five letters?

Nailed it or stumped? Hit us with a reply and find the correct answer 🎯

Here’s what Yesterday’s teaser was:

A king, a queen, and two twins all lay in a large room. How are there no adults in the room?

The answer is: They’re all Beds

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