Ad Age has put together a question and answer list to bring clarification to FTC rule changes governing product endorsements. FTC changes to its guidelines, the first in 30 years, have been the topic of confused debate.
The changes were announced this month and take effect December 1. They add new guidelines to FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising to reflect the growing use of consumer advocates and product endorsements by individuals through the internet. The FTC announcement and rule changes were previously outlined in [a]list daily.
Based on media coverage since, marketers are struggling to understand compliance rules as they roll out their holiday campaigns, not to mention sweating the looming deadline. Ad Age’s handy FAQ outlines the basic facts.
Read more at Ad Age {link no longer active}.
