"Results Not Typical" — Bloggers and Celebrities (and Advertisers) Must Comply with New FTC Guides


Grass roots marketing just became a little less green. The Federal Trade

Commission (FTC) issued the final updated Guides Concerning the Use of

Endorsements and Testimonials in Advertising. Effective December 1, 2009,

the new Guides expand in scope to include advertising messages in websites,

blogs, and other social media. Bloggers failing to follow the Guides could pay up to

$11,000 per violation. Advertisers and agencies connected to a blogger's post may

share liability. It's imperative that businesses review current marketing practices

with the new Guides now. The FTC can challenge misleading and deceptive

advertising anytime. Ober|Kaler's Cynthia Blake Sanders explains.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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