FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising

December 5th, 2009

federal-trade-commission-ftc-logo_jpgAs we mentioned a few days ago in an e-mail sent out to all of our publishers, the Federal Trade Commission has made changes in the law regarding the use of endorsements and testimonials in online marketing. All of these new changes went into effect on December 1, 2009.

Here is a summary of some of the changes. You can view the entire article here. We have also included articles from the Washington Post and Wall Street Journal below outlining the changes.

  • Endorsements must reflect the honest opinions and true experience of the endorser. If paid actors are used, this fact must be disclosed.
  • Endorsements may not contain any representations which would be deceptive, or could not be substantiated, if made directly by the advertiser.
  • Endorsements must be representative of what consumers can reasonably expect to achieve. Any claim made by the endorser must reflect the opinion or experience of a significant proportion of consumers. Disclaimers like “results not typical” are no longer sufficient.
  • All material connections between the advertiser and the endorser (including research or medical organizations) that consumers would not expect must be disclosed, including free products or monetary compensation.

There are already several different articles out there reviewing these new changes.

For more information please visit:


I am the Director of Marketing at PeerFly and have over 15 years of experience with affiliate marketing. I am also a blogger and web developer. I enjoy creating applications to help my PeerFly publishers make more money!

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