Federal Trade Commission.n.d

FTC: https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-publishes-final-guides-governing-endorsements-testimonials/091005revisedendorsementguides.pdf

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TheFTC’s Endorsement Guides interpret Section 5 of the FTC Act for endorsementsand testimonials, establishing obligations for advertisers and endorsers. Coreprinciples include: endorsements must reflect honest opinions; advertisers needadequate substantiation for express or implied claims; and “materialconnections” (payments, free products, affiliate links) must be clearly andconspicuously disclosed (§255.0–§255.1). The Guides stress that typicalitydisclaimers like “results not typical” are generally ineffective; if an adconveys that results are representative, marketers must disclose expectedoutcomes and possess evidence (§255.2). Examples clarify liability: bothadvertisers and endorsers (including experts and celebrities) can beresponsible for false or unsubstantiated claims or for nondisclosure(§255.1(d)). Practical scenarios span blogs, infomercials, and expertendorsements, illustrating when a message becomes an “endorsement” (e.g.,recognizable figures implying personal belief even when scripted) and whenfictional dramatizations are not endorsements (Examples, §255.0–§255.2). Takentogether, the Guides supply a compliance blueprint for influencer marketing:make disclosures upfront and unavoidable; ensure endorsers are bona fide userswhen claimed; periodically verify continued use; and monitor paid creators tohalt deceptive statements. For brands, the document underscores sharedaccountability and the inadequacy of buried hashtags or ambiguous labels. Forcreators, it codifies duties to be truthful, disclose compensation, and avoidclaims that require scientific substantiation without evidence

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