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As many marketers spend a large and growing share of the ad spend on social media, basic principles of truthful advertising must be kept in mind and applied in the new and varied media.  After all, the platforms may change, but the underlying requirements do not.  Thus, for responsible marketers, a robust social media policy is a must.  A well-crafted policy will help get a message across, meeting consumers’ and regulators’ expectations while avoiding common yet confusing pitfalls.  For an overview of the requirements applicable to social media advertising – with attention to new developments and specifics of application in the new environments – click here.  We discuss important points about endorsements and testimonials, privacy policies, sweepstakes and contests, and other key do’s and don’ts of social media advertising policies.