United States of America: Published FTC Revised Advertising Guides to Combat Deceptive Reviews and Endorsements

On 29 June 2023, the Federal Trade Commission (FTC) published the revised “Guides Concerning the Use of Endorsements and Testimonials in Advertising” aiming to combat deceptive reviews and endorsements. Notably, the Guides amend the definition of “endorsements” to clarify the extent to which it includes fake reviews, virtual influencers, and tags in social media. The Guides also outline the potential liability of advertisers, endorsers, and intermediaries, and highlight that child-directed advertising is of special concern.