The Federal Trade Commission (FTC) plans to update its long-unchanged Guides Concerning the Use of Endorsements and Testimonials in Advertising to be more in line with the digital age. The proposal includes some suggestions that many marketers have already incorporated into best practices, such as requiring bloggers to disclose payments and other compensation within posts. However, the FTC has also proposed that marketers would be “subject to liability for false or unsubstantiated statements made through the blogger's endorsement.”
The ...