Targeting Product Endorsements In Advertising

Law360, New York (December 3, 2009, 4:38 PM EST) -- In October, the Federal Trade Commission released its final Guides Concerning the Use of Endorsements and Testimonials in Advertising.

The Guides revise the FTC’s initial guidelines published in 1980, providing advertisers and spokespeople with insight on how to keep their endorsement and testimonial advertisements in compliance with the FTC Act, particularly in light of new issues posed by the emergence of nontraditional consumer-generated media.

The Guides became effective on Dec. 1, 2009.

Endorsements Under the Guides

What Constitutes an “Endorsement”?

The Guides define an endorsement as “any...
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