It was the question on everyone’s mind, at least judging by the laughter that followed the question: “Would you say that the current FTC is anti-advertising?”

At the IAB’s annual Public Policy and Legal Summit in Washington, DC, this week, that question could finally be answered, as two representatives from the agency, Michelle Rosenthal, a senior attorney within the FTC’s advertising division, as well as Commissioner Rebecca Kelly Slaughter, spoke at the event.

“My answer is a very definite no,” Rosenthal said in response to the question, which was asked by the IAB’s director of public policy, Virginia Poe. “There need to be some reasonable limitations that ensure that companies aren’t breaking the law. In the end, my personal opinion [is that] holding companies accountable for this actually helps the legitimate companies.”

Meanwhile, Slaughter joked to the audience that she’s not as “scary or crazy as you may assume.”

Later, when discussing the term “surveillance advertising,” one she’s used in the past, Slaughter noted that “what I’ve heard from people here and from other folks is that the very term ‘surveillance’ is normative, pejorative, and problematic.” But, “getting into questions of tones is really not, for me., the most important focus. The most important focus is, ‘What is the substance?’”

And maybe the same can be said for the agency she works for.

“The FTC can’t take action based on vibes. They have to take action based on a substantive record that’s in front of us about real practices and their real consequences,” she said.

Keep reading here.—RB

Fool me twice, you can’t fool me again…or can you?

Many brands took part in April Fools’ Day this year, despite past blunders, a Covid hiatus, and recent pleas for an end to corporation participation.

Some campaigns were more simple, while others pulled out all the stops. Examples include:

• Rare Beauty with super-jumbo size blush.
• Froot Loops and Fruit of the Loom with Froot Loops-scented underwear.
• Tinder with a ban on pictures of men holding fish.
• Duolingo and Peacock with Love Language, a dating show where no two contestants speak the same language.
• And much more.

So what makes participating in the hijinks worth it these days? And which campaigns are actually resonating?

Fooled ya: Michaela Kron, director of US marketing for Duolingo, told us that some of the brand’s most viral campaigns have gone live around April Fools’. Since posting the social-first “Love Language” campaign on March 30, Kron said the response on social media has been “overwhelmingly positive” based on KPIs like impressions, reach, and sentiment.

Ultimately, she said, the goal is to drive brand affinity: “People are seeing this concept and choosing to talk about it organically, and we’re seeing those posts go viral,” she said.

Continue reading here.—KH

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Ryan Scott is CMO of Etsy. Throughout his career, he’s held senior marketing roles at companies including Slice, SoulCycle, and Grubhub.

Favorite project you’ve worked on? Working on Etsy’s holiday campaign in 2020 was an extraordinary experience that left me feeling inspired and invigorated during a very uncertain time. Being part of a team that had the power to evoke such a strong emotional reaction, as evidenced by the chatter in social media and within the press, was incredibly rewarding and left me feeling deeply fulfilled.

The ads were a masterful blend of artistry and messaging, designed to showcase the uniqueness and beauty of handmade goods while simultaneously driving home the importance of supporting independent artisans. From the sentimental music to the soft lighting, every detail was carefully crafted. It was a privilege to be part of a team that brought such a powerful message to life, and I am proud to have been a part of it.

What’s your favorite ad campaign? The HP TV spot “Little Moments” has continued to resonate with me throughout the years for its spotlight on the meaningful moments that often go unnoticed in our busy lives. Its authentic portrayal of everyday life underscores the importance of technology as a facilitator of human connection and enhancement in life’s small moments, while the sentimental music and heartfelt narrative add an emotional layer to the already moving scenes. The ad’s appeal to families and its emphasis on the role of parents in creating these moments of connection really touched and inspired me.

One thing we can’t guess from your LinkedIn profile? As a teenager, I had a successful business buying and selling website domains, so being an entrepreneur has been part of my career from the earliest days.

What’s one marketing-related podcast, social account, or series you’d recommend? While commuting to and from work, I listen to The Daily podcast, hosted by Michael Barbaro and Sabrina Tavernise. The hosts are skilled journalists adept at breaking down complex topics and making them accessible to listeners of all backgrounds. The Daily is also notable for its focus on human-interest stories, giving listeners a unique perspective on the individuals behind the headlines. So while you might not think of this as a traditional “marketing-focused” podcast, the podcast also has a strong storytelling element, often using vivid descriptions and narrative techniques to bring the news to life in an engaging and informative way, which I think is a core skill for any marketer. Both of these factors combine to make The Daily an informative, entertaining, and profoundly exciting podcast.

There are a lot of bad marketing tips out there. These aren’t those.

: Read up on what marketers should (and shouldn’t) be worried about when it comes to TikTok, per Digiday.

: This SEO checklist contains some helpful pointers and best practices.

: Get up to speed on Snapchat’s latest AI capabilities.

Female future: Four female C-suites unpacking AI beyond the hype? Yep, that’s happening at Iterable’s Activation Summit. Enjoy deep dives on what the next generation of the industry will hold. Register now.*

^{*This is sponsored advertising content.}

Duolingo and Peacock had the last laugh when they announced Love Language, their fake reality dating show. Which other reality dating show from the below list is fictional?

1. The Undateables
2. The One That Got Away
3. MILF Island
4. Naked & Afraid of Love

Catch up on a few Marketing Brew stories you might have missed.

• HBO’s Sunday night shows are more important than ever
• How to pull off a successful brand collab
• Senators introduce a new bill aimed at big ad tech