What are the FTC rules on endorsements and testimonials?

The U.S. Federal Trade Commission (FTC) requires endorsements and testimonials to be honest and non-misleading when used for advertising. Specifically, companies are not allowed to make claims they can’t support or fail to disclose any material connections between the advertiser and endorser. In Virginia, the FTC requires endorsers to clearly and conspicuously disclose any connection between themselves and the speaker, advertiser, product or service being promoted. Additionally, endorsements must be based on experiences that consumers can expect to achieve, as well as limitations that consumers should be aware of. Endorsements also must be truthful and not misleading. If an endorser has been compensated or received any type of incentive, they must clearly disclose this to the consumer. If a company makes a claim about a product or service that is only true because of special conditions that were necessary to make the claim, it must disclose such conditions in its advertising. Finally, advertisers must not use endorsements to make any claims that are not supported by reliable scientific evidence unless that evidence is clearly disclosed to the consumer. The FTC takes these rules very seriously and can bring enforcement actions against companies that violate them.

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What are the FTC rules on endorsements and testimonials?

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