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ARTICLE · 17 MAY 2012

When Ads Feature "Real" People, It Pays To Keep FTC Guidelines In Mind

Venable LLP
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Venable partners Jeffrey D. Knowles and Leonard L. Gordon write in the latest edition of the DRMA Voice about data indicating that advertising messages delivered by celebrity endorsers appear to be less effective than those delivered by "regular" people.

United StatesMedia, Telecoms, IT, Entertainment

Analysis

When Ads Feature "Real" People, It Pays To Keep FTC Guidelines In Mind

Venable partners Jeffrey D. Knowles and Leonard L. Gordon write in the latest edition of the DRMA Voice about data indicating that advertising messages delivered by celebrity endorsers appear to be less effective than those delivered by "regular" people. In their column, Knowles and Gordon point out that advertisers using the testimonials of "regular" people or producing ads in which the spokespeople appear to be regular people would do well to keep the Federal Trade Commission's (FTC) "Guides Concerning the Use of Endorsements and Testimonials in Advertising" in mind when crafting their advertisements and those ads' disclosures.

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