The FTC Revises Guidelines

May 22, 2009

The FTC has revised guidelines for editorials and testimonials in ads. The last revision was made in 1980. The FTC’s proposed revisions to the Guides address consumer endorsements, expert endorsements, endorsements by organizations, and disclosure of material connections between advertisers and endorsers. On the issue of consumer endorsements, the proposed revisions state that testimonials that do not describe typical consumer experiences should be accompanied by clear and conspicuous disclosure of the results consumers can generally expect to achieve from the advertised product or program.