The Federal Trade Commission is issuing a strong warning to advertisers: Learn how to self-regulate, or we’ll establish regulations for you.
The FTC is working to update its “Guide Concerning the Use of Endorsements and Testimonials in Advertising,” which hasn’t been revised in nearly 30 years and lags far behind marketing in the Internet age. The proposed new guidelines would encompass various forms of electronic and viral marketing, such as blogs and message boards, and impose new expectations for marketing in traditional media as well.
