FTC Publishes Final Guides Governing Endorsements, Testimonials | Federal Trade Commission
About the FTC What We Do Enforcement Authority Our History FTC Minutes: The Early Years Oral Histories The FTC at 90: Symposium Building Images Commissioners Edith Ramirez Julie Brill Maureen K. Ohlhausen Joshua D. Wright Bureaus & Offices Bureau of Competition Bureau of Consumer Protection Bureau ta of Economics ta Office of Congressional Relations Office of Equal Employment Opportunity Office of International Affairs Office of the Executive Director Office of the General Counsel ta Office of Policy Planning Regional Offices Office of Administrative Law Judges Office of Public Affairs Office of the Secretary Biographies Budgets Financial Documents Other Financial Information Performance Office of Inspector General Scam Alert What You Need to Know About the Office of the Inspector General Reporting Waste, Abuse or Mismanagement Whistleblower Protection OIG Audits and Evaluations OIG Investigations OIG Reading Room Notice Concerning Nondisclosure Policies, Forms, or Agreements Contact ta the OIG FOIA About the Privacy Act FOIA Reading Rooms FOIA Request Fee Regulations Freedom of Information Act Contacts Frequently Asked Questions (FAQ's) Links Table of Contents Exemptions Careers at the FTC Types of Jobs at the FTC The FTC Benefits Diversity News & Events Press Releases Media Resources Consumer Finance Mergers and Competition ta Mobile Technology The Do Not Call Registry Tools for Consumers Truth In Advertising Protecting Consumer Privacy Identity Theft and Data Security Events ta Calendar All Events Weekly Calendar Weekly Calendar Archive Speeches Audio/Video Featured Videos FTC Events For Consumers For Business En Español Social Media FTC Facebook Chats FTC Twitter Chats Live-Tweeting FTC Workshops Blogs Competition Matters Tech@FTC Commenting Policy Enforcement Cases and Proceedings Case Document Search Refunds Commission Decision Volumes Closing Letters and Other Public Statements ta Petitions to Quash Adjudicative ta Proceedings Premerger Notification Program Statute, Rules and Formal Interpretations Form and Instructions Informal Interpretations Early Termination Notices Current Thresholds Filing Fee Information Post-Consummation ta Filings (HSR Violations) Medicare Act Filings HSR Resources Contact Information First Time Filer? Merger Review Anticompetitive Practices Rules eCFR Rulemaking and Regulatory Reform Proceedings Trade Regulations Rules and Industry ta Guides Regulatory Review ta Statutes Consumer Sentinel Network Members Reports Newsletters Data Contributors Policy Advocacy Amicus Briefs Advocacy Filings Other Applications, Petitions, and Requests Advisory Opinions Federal Register Notices Reports Policy Reports US Submissions to OECD and Other International Competition Fora Litigation Status Report Magnuson-Moss Warranty Public ta Audit Filings Webb-Pomerene Act Filings Testimony Public Comments Public Comment Search International International Competition International Consumer Protection ta International Technical Assistance Program International Cooperation ta Agreements Competition & Consumer Protection Authorities Worldwide International Fellows Program Tips & Advice For Consumers Business Center Competition Guidance ta I Would Like To... Submit a Consumer Complaint to the FTC File a Comment Get a Free Copy of My Credit Report List a Number on the National Do Not Call Registry Report An Antitrust Violation
The Federal Trade Commission today announced that it has approved final revisions to the guidance ta it gives to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.
The notice incorporates several changes to the FTC s Guides Concerning the Use of Endorsements and Testimonials in Advertising, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. The Guides were last updated in 1980.
Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect. In contrast to the 1980 version of the Guides which allowed advertisers to describe unusual results in a testimonial as long as they included ta a disclaimer such as results ta not typical the revised Guides no longer contain this safe harbor.
The revised Guides also add new examples to illustrate the long standing principle that material connections (sometimes payments or free products) between ta advertisers and endorsers connections that consumers would not expect must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other word-of-mouth marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogg
About the FTC What We Do Enforcement Authority Our History FTC Minutes: The Early Years Oral Histories The FTC at 90: Symposium Building Images Commissioners Edith Ramirez Julie Brill Maureen K. Ohlhausen Joshua D. Wright Bureaus & Offices Bureau of Competition Bureau of Consumer Protection Bureau ta of Economics ta Office of Congressional Relations Office of Equal Employment Opportunity Office of International Affairs Office of the Executive Director Office of the General Counsel ta Office of Policy Planning Regional Offices Office of Administrative Law Judges Office of Public Affairs Office of the Secretary Biographies Budgets Financial Documents Other Financial Information Performance Office of Inspector General Scam Alert What You Need to Know About the Office of the Inspector General Reporting Waste, Abuse or Mismanagement Whistleblower Protection OIG Audits and Evaluations OIG Investigations OIG Reading Room Notice Concerning Nondisclosure Policies, Forms, or Agreements Contact ta the OIG FOIA About the Privacy Act FOIA Reading Rooms FOIA Request Fee Regulations Freedom of Information Act Contacts Frequently Asked Questions (FAQ's) Links Table of Contents Exemptions Careers at the FTC Types of Jobs at the FTC The FTC Benefits Diversity News & Events Press Releases Media Resources Consumer Finance Mergers and Competition ta Mobile Technology The Do Not Call Registry Tools for Consumers Truth In Advertising Protecting Consumer Privacy Identity Theft and Data Security Events ta Calendar All Events Weekly Calendar Weekly Calendar Archive Speeches Audio/Video Featured Videos FTC Events For Consumers For Business En Español Social Media FTC Facebook Chats FTC Twitter Chats Live-Tweeting FTC Workshops Blogs Competition Matters Tech@FTC Commenting Policy Enforcement Cases and Proceedings Case Document Search Refunds Commission Decision Volumes Closing Letters and Other Public Statements ta Petitions to Quash Adjudicative ta Proceedings Premerger Notification Program Statute, Rules and Formal Interpretations Form and Instructions Informal Interpretations Early Termination Notices Current Thresholds Filing Fee Information Post-Consummation ta Filings (HSR Violations) Medicare Act Filings HSR Resources Contact Information First Time Filer? Merger Review Anticompetitive Practices Rules eCFR Rulemaking and Regulatory Reform Proceedings Trade Regulations Rules and Industry ta Guides Regulatory Review ta Statutes Consumer Sentinel Network Members Reports Newsletters Data Contributors Policy Advocacy Amicus Briefs Advocacy Filings Other Applications, Petitions, and Requests Advisory Opinions Federal Register Notices Reports Policy Reports US Submissions to OECD and Other International Competition Fora Litigation Status Report Magnuson-Moss Warranty Public ta Audit Filings Webb-Pomerene Act Filings Testimony Public Comments Public Comment Search International International Competition International Consumer Protection ta International Technical Assistance Program International Cooperation ta Agreements Competition & Consumer Protection Authorities Worldwide International Fellows Program Tips & Advice For Consumers Business Center Competition Guidance ta I Would Like To... Submit a Consumer Complaint to the FTC File a Comment Get a Free Copy of My Credit Report List a Number on the National Do Not Call Registry Report An Antitrust Violation
The Federal Trade Commission today announced that it has approved final revisions to the guidance ta it gives to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.
The notice incorporates several changes to the FTC s Guides Concerning the Use of Endorsements and Testimonials in Advertising, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. The Guides were last updated in 1980.
Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect. In contrast to the 1980 version of the Guides which allowed advertisers to describe unusual results in a testimonial as long as they included ta a disclaimer such as results ta not typical the revised Guides no longer contain this safe harbor.
The revised Guides also add new examples to illustrate the long standing principle that material connections (sometimes payments or free products) between ta advertisers and endorsers connections that consumers would not expect must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other word-of-mouth marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogg
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