One Year Later: 5 Best Practices Following the Updated FTC Endorsement Guides

In June 2023, the Federal Trade Commission took two major steps toward stricter policing of potentially misleading endorsements and testimonials.

First, the FTC published the final version of its revised Guides Concerning the Use of Endorsements and Testimonials in Advertising. While not legally enforceable, the guides advise businesses on advertising practices the FTC deems deceptive and actionable under Section 5 of the FTC Act.