Lesley Fair

Lesley Fair is an attorney with the FTC’s Bureau of Consumer Protection.

Recent Posts

Fair Trade: Do Your ‘Made in USA’ Claims Pass Muster?

by Lesley Fair on Apr 4, 2018 3:00:00 AM FTC, Direct Response, Marketing, Consumer

Features, price, service, selection? When competitors offer similar items, what’s the magic that turns a browser into a buyer? According to market research, many shoppers say that a selling point that can seal the deal is when one of the products is “Made in the USA.” If you state on your products or packaging, in ads, on your website or in social media that your merchandise is American-made, are you complying with the Federal Trade Commission’s established standards?

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Telling Stories with Transparency

by Lesley Fair on Jul 20, 2016 12:00:00 AM Advocacy, DRTV

“Omnichannel” may be the term du jour, but it’s business as usual for electronic retailers. For more than 30 years, they have introduced innovative ways of communicating with prospective buyers—and have wrestled with the legal challenges that creative formats can present.

Nowhere is the advantage of experience more apparent than in native advertising—content that bears a similarity to the news, feature articles, product reviews, and other material that surrounds it.

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Enforcement Goes Global

by Lesley Fair on Jun 27, 2016 12:00:00 AM Advocacy, e-Commerce, International

Your supply chain is global, and chances are that your customer base is, too. International commerce has become business as usual for most direct response marketers, and international consumer protection is a growing part of the mission of the Federal Trade Commission (FTC). How does FTC promote consumer interests in the borderless world of online commerce? Through effective law enforcement and stepped-up cooperation with the agency’s global counterparts.
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Social Studies

by Lesley Fair on Mar 24, 2016 12:00:00 AM Advocacy, Digital Marketing

Is there a company today that doesn’t encourage prospective customers to like ’em, friend ’em, or otherwise engage with ’em on the social media? And as you incorporate social strategies into your marketing plans, are you also considering how established truth-in-advertising standards apply? Recent Federal Trade Commission (FTC) law enforcement actions offer marketers advice on avoiding goofs and gaffes when going social.

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Cyber Monday success: Five tips for online retailers

by Lesley Fair on Nov 25, 2015 1:21:50 PM Advocacy, Digital Marketing, e-Commerce

For online retailers, Cyber Monday can set the stage for a gleeful gift-giving season. Here are five tips to help make your “presents” known to holiday shoppers.

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Consumer Protection that Translates

by Lesley Fair on Aug 13, 2015 6:00:00 PM Advocacy

With buying clout estimated at more than $1.4 trillion, U.S. Hispanic consumers are a force to be reckoned with—and electronic retailers make up an impressive percentage of the $5 billion spent on targeted advertising. Whether companies choose to market in English or Spanish, the Federal Trade Commission (FTC) mission remains the same:  Proteger a los consumidores (protect the consumers).
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