FTC Publishes Revised Endorsement Guides

The FTC has published revised guides concerning the use of endorsement and testimonials in advertising, otherwise known as the "Endorsement Guides." This set of interpretations by the Commission of its application of Section 5 of the FTC Act has been one of the most important documents in the age of social media. The Endorsement Guides provide advice about what the FTC believes constitutes unfair or deceptive acts in violation of the FTC Act. Among the areas that have undergone significant revision include:

• New guidance with regard to procuring, suppressing, boosting, organizing, publishing, "upvoting"/"downvoting," or editing of consumer reviews in a manner that distorts the overall impression.