After an extended public comment period, the Federal Trade Commission (FTC) adopted revised Guides Concerning the Use of Endorsements and Testimonials in Advertising (Endorsement Guides) on June 29, 2023. As we previously posted, the FTC voted to publish proposed revisions for public comment in May 2022. The updated Endorsement Guides and companion FAQs, which include 40 new questions, are intended to provide more specific guidance for companies that engage third parties to promote their brands, products, and services, or which encourage consumers or their own employees or agents to do so. The revisions better reflect the ways companies advertise now, and they address issues such as online influencers, social media tools, fake reviews, virtual or fabricated endorsers, and children’s advertising.
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