On June 29, 2023, the Federal Trade Commission (FTC) issued updates to its Guides Concerning the Use of Endorsements and Testimonials in Advertising ("Endorsement Guides") and updated its practical business guidance "FTC's Endorsement Guides: What People are Asking" ("Business Guidance"). The final revisions to the Endorsement Guides feature several key additions addressing technological changes in how advertising is conducted, and advertisers’ increased reliance on online reviews, social media, and influencer endorsements. The Endorsement Guides provide guidance to businesses and others to ensure that advertising using endorsements or testimonials is truthful. Advertisers that deceive consumers via endorsements or testimonials may violate the FTC Act.

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