FTC Endorsement Guides Get a Social Media Makeover

  • The FTC updated its agency guidance for businesses utilizing endorsements as advertising in order to ensure that it sufficiently addresses emerging market trends in how advertisers utilize review platforms and social media to reach consumers.
  • In its revisions to the Endorsement Guides, the FTC added a section addressing actions by advertisers to distort or misrepresent what consumers think of their products by manipulating consumer reviews, as well as an updated definition of “endorsements” that clarifies the extent to which the term includes fake reviews, virtual influencers, and tags in social media posts.
  • In connection with the Endorsement Guide updates, the FTC also issued an updated version of an FAQ document entitled FTC’s Endorsement Guides: What People Are Asking.