On June 30, 2023, the Federal Trade Commission (FTC) announced a new notice of proposed rulemaking (NPRM) that attempts to stop marketers from using illicit or deceptive review and endorsement practices. This proposed rule aims to protect consumers seeking genuine feedback on products and services while promoting fairness for honest businesses. Any agencies or their clients that utilize customer reviews in their marketing efforts should review the proposed rule and what the FTC calls out as prohibited “deceptive practices” and make necessary adjustments to ensure minimum compliance.

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