Many companies have adopted sponsored content as a marketing tactic, but when it comes to FTC guidelines, content creators are more conscious of the rules than the B2B marketers they partner with.
August 2015 research from Izea and Halverson Group looked at how aware B2B marketers were of the FTC guidelines, which outline how sponsored-content compensation in the form of cash, coupons, discounts, experiences, or free products or services must be publicly disclosed.
More than two-thirds (67%) of sponsored-content creators were aware of and understood the FTC guidelines for sponsored content. To compare, only 8% of B2B marketers felt the same way. In fact, one-third of B2B marketers said they were not aware of the guidelines, while only 7% of sponsored-content creators were in the same boat.
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