Advertising Endorsements and Testimonials: New FTC Guidelines

New Federal Trade Commission guidelines place greater responsibility on advertisers for the accuracy and reliability of claims made by endorsers or bloggers.  The FTC's recently updated Guides Concerning the Use of Endorsements and Testimonials provide that advertisers may be held liable for any false or unsubstantiated statements made by endorsers, or for not disclosing material connections between themselves and endorsers.  The new Guides also suggest that advertisers can be held liable for false or unsubstantiated statements made by a blogger who has been engaged by the advertiser to review a product and write a review.

Click here to read the full update.