FTC Signals Interest in Endorsements With Guidance Update
Back in October 2009, the Federal Trade Commission introduced a revised version of its "Guides Concerning the Use of Endorsements and Testimonials in Advertising." The key principle underlying the guides is that if a material connection exists between an endorser and a marketer that a consumer would not expect and it would affect how a consumer would evaluate an endorsement, that connection should be disclosed (regardless of the medium in which the message is conveyed).