A matter of opinion

Rising consumer concern over long-standing guidelines for testimonials and endorsements may spell trouble for advertisers.

A matter of opinion

Douglas J. WoodANA

Anthony E. DirestaReed Smith LLP

Testimonials and endorsements are effective established marketing practices used in every product category. If some consumers have their way, however, restrictions under consideration by the Federal Trade Commission (FTC) may make such marketing cumbersome and of questionable utility, particularly in user-generated content and viral marketing.

Currently, a testimonial or endorsement is defined broadly to mean any marketing message that reflects the honest opinions, beliefs, findings, or experiences of a party - usually a consumer - other than the sponsoring advertiser. Testimonials and endorsements may not...

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