Answer / guest

Before a company runs an ad, it has to have a "reasonable
basis" for the claims. A "reasonable basis" means objective
evidence that supports the claim. The kind of evidence
depends on the claim. At a minimum, an advertiser must have
the level of evidence that it says that it has. For
example, the statement "Two out of three doctors recommend
ABC Pain Reliever" must be supported by a reliable survey
to that effect. If the ad isn't specific, the FTC looks at
several factors to determine what level of proof is
necessary, including what experts in the field think is
needed to support the claim. In most cases, ads that make
health or safety claims must be supported by "competent and
reliable scientific evidence" -- tests, studies, or other
scientific evidence that has been evaluated by people
qualified to review it. In addition, any tests or studies
must be conducted using methods that experts in the field
accept as accurate.

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I'm a student researching the industry "phenomenon" of User Generated Video Content (UGVC). This is more or less the trend(s) in consumers as well as businesses using video channels, such as YouTube, to create marketing campaign online. If you are an industry expert within this field or if your company has utilized a UGVC campaign within your recent marketing strategy, I would really appreciate a few minutes of your time to discuss your insight on this phenomenon. Questions asked will be conducted over the phone and will only be used for academic purposes. None of the questions will be related to your specific company, but will about your opinions regarding the industry itself. Please respond within the next 48hrs if you wish to answer some questions.

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