FTC Endorsement Guides: Let's go to the videotape
Has it been a while since you touched base with clients about the FTC’s Endorsement Guides? Of course, you’ve shown them the three major take-away points in black and white:
- Endorsements must reflect the truthful experience of the endorser;
- You can’t make claims that require proof you don’t have; and
- Clearly disclose any material connection between the endorser and the advertiser.
But maybe it’s time for a refresher in living color. A new FTC video reinforces the message for advertisers. Even if you have just a few minutes to spare, you can find out more about substantiating consumer testimonials and learn just how easy it is to disclose a material connection between an advertiser and an endorser.
As the sportscasters used to say, let’s go to the videotape:
While you’re at it, check out the FTC’s advice for consumers about online veviews and recommendations. Set to a jumpin’ and jivin’ beat with don’t-blink graphics — we’ve come a long way from AV Club film strips — the latest multimedia offering helps shoppers separate the facts from the fluff when evaluating information about products online: