FTC's 2023 Endorsement Guide Revamp: What Marketers Need to Know
The Federal Trade Commission has significantly updated its Endorsement Guides, introducing new rules for review manipulation and clearer disclosure requirements for influencers.
Key Changes in the 2023 FTC Endorsement Guides
The revised guides introduce a new principle against manipulating consumer reviews, clarify what constitutes an endorsement in the digital age, and provide stricter disclosure rules for material connections between advertisers and influencers.
Impact on Influencers and Brands
Influencers must now clearly disclose any compensation, free products, or other material connections with brands. Brands face new liability for manipulating reviews through procuring, suppressing, or editing them to distort consumer perception.
Practical Steps for Compliance
Brands and influencers should implement clear disclosure practices, avoid review manipulation, and ensure all endorsements reflect honest opinions. The FTC provides detailed guidance on disclosure language and placement.
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