FTC Endorsement Guides: What People Are Asking (2017)

The FTC’s Endorsement Guides: What People Are Asking

September 2017

The FTC has published a comprehensive guide titled "The FTC’s Endorsement Guides: What People Are Asking," focusing on ensuring honesty and transparency in endorsements and testimonials. These guidelines emphasize that endorsements must genuinely reflect the endorser's opinion and not mislead consumers. They require clear disclosure of any material connections between endorsers and marketers that could affect how consumers perceive the endorsement's credibility. The guide also addresses endorsements featuring exceptional results or claims, stressing the need for substantiation to reflect typical consumer experiences accurately. For businesses, influencers, and bloggers, understanding and adhering to these principles is crucial to comply with FTC regulations and maintain consumer trust in advertising.

For more information, see here:  https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking

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