The Federal Trade Commission has made changes to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising.
Celebrity endorsers as well as advertisers could be liable for false or unsubstantiated claims made in an endorsement. In addition, celebrities have to disclose their relationship with the advertiser when making endorsements on talk shows or social media.
The guides will not allow advertisements that feature a consumer who has results that are not typical for a product or service. Advertisers used to be able to do so as long as they had a "results not typical" disclaimer.
Bloggers who review products and receive compensation for their reviews, must disclose the fact that they were compensated because this is considered an endorsement.
For more information, contact attorney Paul Quin at 813.314.4523 or via email at pquin@saxongilmore.com
FTC Website: www.ftc.gov/opa/2009/10/edortest.shtm
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