On June 29, 2023, the Federal Trade Commission (FTC) announced its much anticipated and long-awaited updates to the Guides Concerning the Use of Endorsements and Testimonials in Advertising (the Guides). The Guides, which have not been revised since 2009, provide FTC guidance on advertising practices that may be unfair or deceptive in violation of Section 5 of the FTC Act (15 U.S.C. 45). At the heart of the Guides are basic truth-in-advertising principles that endorsements and testimonials must be honest and not misleading