http://www.chicagotribune.com/business/chi-tc-biz-fri-pitches-ftc-0320-mar20,0,7694262.story?track=rsssnip
The Federal Trade Commission is reviewing new guidelines to product endorsements. They include:
•Consumer testimonials would have to be substantiated and ads would have to include generally expected results. Endorsers, not just advertisers, could be held liable for deceptive claims. "You'd have to say not only is it extreme, but how extreme is it," the FTC's Richard Cleland said.
•Celebrities who talk up a product in an interview must disclose if they are getting paid for the promotion. Celebrities who endorse products would have to disclose if they have an ownership interest.
•Expert endorsers, like doctors, must have experience in the product area they are endorsing. If they don't, the limits of their expertise must be stated. For instance, an ophthalmologist identified only as a doctor could not be portrayed as an expert physician endorsing a hearing aid.
•Bloggers who get free products and then endorse them on their blogs would have to make it clear they got the products free.
read full article at link. every day I feel a little better. If all this keeps up, I may give up my meds!
The changes are sending shudders through companies that worry about their ability to motivate consumers to buy their products if they can't sell the sizzle.