Recently, the Federal Trade Commission (“FTC”) proposed
updates to its Guides Concerning the Use of Endorsement and Testimonials in
Advertising (the "Guides"). Many of the proposed changes are simply
clarifications or additional examples of the principles embodied in the
existing Guides. Others enunciate basic principles not expressly set forth in
the current Guides but are established in FTC enforcement actions. Finally,
several represent substantive changes from the current Guides, based upon
increased knowledge of how consumers view endorsements.
- The participant will be provided with an overview of FTC's current Endorsements and Testimonials in Advertising Guides, and the Agency's recent proposed changes to the Guides.
- Practical recommendations on effectively implementing the proposed changes in a company's current marketing efforts will be discussed.
- Example scenarios will be explored