Federal Trade Commission (FTC) guidelines on endorsements

The FTC guidelines on endorsements require that any paid or sponsored endorsement clearly disclose the relationship between the endorser and the brand. If someone is paid, receives free products, or has any compensation, they must explicitly state this makes their endorsement not entirely unbiased. This transparency helps consumers evaluate the credibility of reviews or testimonials. Endorsers should also be truthful and not make false or misleading claims. Overall, the rules promote honesty and transparency in advertising, ensuring consumers receive clear information about endorsements they see online, in ads, or on social media.