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United States: Potential pitfalls in digital and social media advertising

December 08, 2016 / Baker McKenzie

n this day and age, consumers have become more and more reliant on personal reviews and opinions – as opposed to traditional ads and marketing materials – when making decisions. Whether it be where to vacation, what hotel to stay at, what video game to buy, what clothes to purchase, what restaurants to eat at, etc., user reviews and comments on the seemingly infinite social media platforms and apps are usually the first place users turn to for advice. The reason we do this is obvious: authenticity is all the rage and we trust and value the honest opinions of others more than packaged glossy marketing materials or commercials.