The undeniable benefits of word of mouth and viral marketing via blogs, Twitter, Facebook and other social media platforms have radically changed the marketing landscape. In an effort to stay current with the way in which consumers obtain product information in today’s marketing world, the Federal Trade Commission has, for the first time since 1980, issued Revised Guides Concerning the Use of Endorsements and Testimonials in Advertising.
The FTC recently posted a Factsheet answering frequently asked questions regarding the Guides. The Factsheet addresses several topics, including when the Guides apply to endorsements, how and when disclosures should be made and whether the Guides apply to affiliate and network marketing. The text of the Guides also provides a number of examples illustrating the principles considered by the FTC in evaluating endorsements and testimonials.
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