The Federal Trade Commission (FTC), according to its website, is “the nation’s consumer protection agency” and “works for the consumer to prevent fraud, deception, and unfair business practices in the marketplace.” To that end, the FTC publishes a number of resource guides to help businesses comply with federal law and FTC regulations. One such guide is the Guide Concerning the Use of Endorsements and Testimonials which attempts to draw a line between “endorsements” (which must always reflect the honest opinion of the endorser) and pure “advertisements” or other non-endorsements (which do not have to comply with endorsement guidelines). The Endorsement Guide provides examples of what does and does not constitute “endorsements” by consumers, experts, and organizations, …read more
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