Questions & Answers

Are there any rules on how endorsements may be used in ads?

The FTC's Guides Concerning the Use of Testimonials and Endorsements offer practical advice on endorsements by consumers, celebrities, and experts. All endorsements must reflect the honest experience or opinion of the endorser. Endorsements may not contain representations that would be deceptive,...

How do you Disclose for Social Media Influencers?

Make sure people will see and understand the disclosure. Place it so it’s hard to miss. The disclosure should be placed with the endorsement message itself. Disclosures are likely to be missed if they appear only on an ABOUT ME or profile page, at the end of posts or videos, or anywhere that...

What are the FTC’s Basic Rules about Managing Online Buzz?

In accordance with the Federal Trade Commission (FTC) revised Guides Concerning the Use of Endorsements and Testimonials in Advertising, companies cannot have employees post glowing recommendations of the company’s services on news and tech sites without disclosing their true identity. Misrepresent...

What can a Company do to Protect Itself from Inappropriate or Irrelevant Content per the Consumer Review Fairness Act?

What can a Company do to Protect Itself from Inappropriate or Irrelevant Content per the Consumer Review Fairness Act? The law says it’s OK to prohibit or remove a review that: contains confidential or private information – for example, a person’s financial, medical, or personnel file information...

What do I need to know about Celebrity Endorsements?

The revised Endorsement Guides issued by the Federal Trade Commission (FTC) offer practical tips to advertisers and the talent they hire on the lawful use of celebrity endorsements. • To thine own self be true. The bedrock principle for celebrity endorsements – and any testimonial – is that they...

What do I need to know about endorsements from experts?

As that old slogan suggests, endorsements from experts―and people consumers perceive as experts―can be a persuasive marketing tool. When endorsements reflect the honest opinions of genuine authorities in the field, they can help potential buyers evaluate advertising claims. But when the endorsement...

What do I need to know about Testimonials and Endorsements?

Testimonials and endorsements must reflect the typical experiences of consumers, unless the ad clearly and conspicuously states otherwise. A statement that not all consumers will get the same results is not enough to qualify a claim. Testimonials and endorsements can't be used to make a claim that...

What do I need to know about the FTC’s Revised Endorsement Guides in New Marketing Media?

The Federal Trade Commission (FTC) have revised its Endorsement Guides to reflect changes in marketing and media since the Guides were issued in 1980. Endorsements must reflect the honest opinions or experience of the endorser. An endorsement may not convey to consumers an express or implied claim...

What do I need to Know for Social Media Influencers?

What Else to Know for Social Media Influencers You can’t talk about your experience with a product you haven’t tried. If you’re paid to talk about a product and thought it was terrible, you can’t say it’s terrific. You can’t make up claims about a product that would require proof the advertiser...

What does the Consumer Review Fairness Act Prohibit?

What does the Consumer Review Fairness Act Prohibit? In summary, the Act makes it illegal for a company to use a contract provision that: bars or restricts the ability of a person who is a party to that contract to review a company’s products, services, or conduct; imposes a penalty or fee against...

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