An endorsement must reflect the honest opinion of the endorser and can’t be used to make a claim that the product’s marketer couldn’t legally make. The Guides, at their core, reflect the basic truth-in-advertising principle that endorsements must be honest and not misleading. That common-sense premise is at the heart of the Federal Trade Commission’s (FTC) Endorsement Guides. Would you want to know that when you’re evaluating the endorser’s glowing recommendation? You bet. Now suppose the person works for the company that sells the product – or has been paid by the company to tout the product. Would that recommendation factor into your decision to buy the product? Probably. She tells you it performs wonderfully and offers fantastic new features that nobody else has. Suppose you meet someone who tells you about a great new product. About the FTC Show/hide About the FTC menu items.News and Events Show/hide News and Events menu items.

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It does not affect me