With the growth of social media, there are more ways to express approval or disapproval of a company’s products and services. As the landscape changes, it’s more important (and sometimes challenging) to draw the proper lines between compensated endorsers and those who give positive reviews out of sheer, genuine enthusiasm.
To help clarify its policies around endorsements, particularly the kind that happen online, the Federal Trade Commission recently released an update of its Q&A enforcement guide on the topic, the first such modification since 2010. Companies and their marketing teams will want to remain aware of the changes so they can better understand what the FTC is looking for in an endorsement and avoid becoming the target of a commission action.
