Law360, New York (June 4, 2015, 1:17 PM EDT) -- Back in October 2009, the Federal Trade Commission introduced a revised version of its "Guides Concerning the Use of Endorsements and Testimonials in Advertising." The key principle underlying the guides is that if a material connection exists between an endorser and a marketer that a consumer would not expect and it would affect how a consumer would evaluate an endorsement, that connection should be disclosed (regardless of the medium in which the message is conveyed).
Key changes to the guides back in 2009 included: (1) clarifying that the guides apply to all advertising messages presented as the opinion or findings of...
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