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.