Presenters:
Susan Rector, Schottenstein Zox and Dunn, Leader of the Intellectual Property Practice Group
Earl LeVere, Schottenstein Zox and Dunn, Partner in the Intellectual Property Practice Group
The Federal Trade Commission (FTC) Guides Concerning the Use of Endorsements and Testimonials in Advertising were amended to cover consumer-generated content, such as product reviews and blog entries, where a speaker’s statement is considered to be an advertising message. These administrative interpretations for the first time require bloggers and others posting advertising messages using social media to disclose any material connection to the company and any compensation received. Susan Rector and Earl LeVere discuss the implications of these guides for bloggers who speak about companies’ products.
Click here to download a copy of the FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising, effective December 1, 2009.
Download our overview, Resources for Bloggers.
