Home > Regulation > Bloggers, Celebs & Lawyers Mull the New FTC Advertisement/Endorsement Guidelines

Bloggers, Celebs & Lawyers Mull the New FTC Advertisement/Endorsement Guidelines

Yesterday, the FTC issued final guidelines for advertisers concerning advertisements and testimonial ads.  The new guidelines – which were last updated in 1980 – were crafted specifically to address the new era of web and social media marketing.  Advertisers and their endorsers – including celebrity endorsers – may now be liable for both the types of claims made (false or unsubstantiated), and for failure to disclose material connections between the advertiser and endorser e.g. payments or free products. More details are available in the FTC’s press release and in the Federal Register notice announcing the change.

Already, there is much commentary on the impact of the rules, which go into effect December 1st.   How will this affect Twitter’s strategic deals with P Diddy and other celebs?  And what about the many endorsements – from curling irons to fast cleanses – on Kim Kardashian’s official fan site?

On that note, yours truly has no material connections to report – no payments or free products from any of the entities I write about.  If that changes, I’ll be sure to disclose that prominently on these pages.

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