This week, the Federal Trade Commission (FTC) unveiled the definitive edition of its Endorsement Guides, featuring minor adjustments that mainly aim to limit companies' discretion in handling endorsements and reviews.

The final version closely resembles the previously suggested edition from May 2022, when the FTC introduced alterations that included more explicit disclosure mandates for endorsements, the implementation of various requirements for consumer reviews, and a clarification that all participants in a marketing campaign could be held accountable for any shortcomings.

The FTC is an independent agency of the US government whose main purpose is the enforcement of civil antitrust law and the promotion of consumer protection, ruling over the recommended guidelines for advertising in the US.

We have the key changes in the new guides laid out below.


The updated guides provide further clarity on how advertisers can be held accountable for engaging in misleading endorsement practices.

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