FTC Guide Concerning the Use of Endorsements and Testimonials in Advertising (October 15, 2009)

Guides Concerning the Use of Endorsements and Testimonials in Advertising

October 15, 2009

The Federal Trade Commission has updated its guidelines on endorsements and testimonials in advertising, emphasizing transparency and consumer protection. The revisions require advertisers to disclose when endorsements portray typical consumer experiences inaccurately. Unlike previous guidelines, disclaimers like "results not typical" are no longer sufficient. The updated rules also mandate disclosure of any financial or other material connections between advertisers and endorsers, applicable even to endorsements made by bloggers or celebrities on platforms like social media. These guidelines aim to ensure that all advertising claims are truthful and not misleading, maintaining fairness in the marketplace under the FTC Act.

For more information, see here:  https://www.ftc.gov/policy/federal-register-notices/guides-concerning-use-endorsements-testimonials-advertising-16-cfr

AND

https://www.federalregister.gov/documents/2020/02/21/2020-03447/guides-concerning-the-use-of-endorsements-and-testimonials-in-advertising

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