NEWS6 October 2009

FTC sets rules on research use in ad endorsement guidelines

Government North America

US— The Federal Trade Commission (FTC) has set out disclosure requirements for the use of research findings in advertising in reissued guidance governing endorsements and testimonials.

The guidelines state that a company that uses the results of research it sponsored in an advert must disclose the connection between themselves and the company that carried out the survey.

Likewise, a blogger making a product endorsement must disclose any “material connections” they share with the product.

The FTC said the guidelines are “administrative interpretations” of the law to help advertisers comply with the Federal Trade Commission Act. They were last updated in 1980.

A PDF download is available here.