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Understanding/Implementing FTC's Proposed Updates to its Endorsement Guides

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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.

Webinar Objectives

  • 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.


  • Ann M. Begley

    Ann counsels global and domestic clients facing legal and regulatory challenges involving products and services regulated by the U.S. Food and Drug Administration (FDA), the U.S. Department of Agriculture (USDA), and the Federal Trade Commission (FTC). Her expertise includes issues related to food and food ingredients, over-the-counter (OTC) drugs, and clinical research practice, and her practice also covers dietary supplements, prescription drugs, cosmetics, medical device products, and radiation-emitting devices such as lasers.

    Ann provides clients with practical guidance regarding market entry requirements, quality issues, product formulations, labeling, and advertising. She has represented clients before the FDA, the FTC, and other federal agencies in connection with enforcement-related matters such as product recalls, warning letters, civil investigative demands (CIDs), and import detentions and alerts.

  • Amaru J. Sánchez

    Amaru counsels domestic and global companies in matters involving products regulated by the U.S. Food and Drug Administration (FDA), the U.S. Department of Agriculture (USDA), and relevant state agencies. As a former in-house counsel for a publicly traded company, Amaru is well-positioned to help clients navigate complex legal, regulatory, and business issues.

February 22, 2023
Wed 2:00 PM EST

Duration 1H 0M

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