The Federal Trade Commission today announced that it has approved final revisions to the guidance it gives to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act.
The notice incorporates several changes to the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers.
The Associated Press puts it a wee bit more succinctly, saying, "The FTC will require that writers on the Web clearly disclose any freebies or payments they get from companies for reviewing their products."
I've been racking my small brain, and I can't come up with anything I'm going to do differently here on TOP as a result of the new guidelines. Except maybe to make sure that I make the rules more explicit to outside contributors...most of whom know said rules just fine already. Basically, we disclose up the wazoo. I disclose stuff I'm not supposed to disclose. Because...well, I'm a blabbermouth.
As David Vestal says, we are in the disclosure business. And you, dear Reader, shall be kept apprised, FTC or no FTC. On that you may rest assured.
Mike, TOP's End-of-Line Destination for Proverbial Passed Buck