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 have the potential to create liability for companies, employees, bloggers and others who distribute advertising messages about companies’ products. Susan Rector and Earl LeVere discuss navigating the Guides, becoming compliant and avoiding liability.
Click here to download a copy of the FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising, effective December 1, 2009.
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