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According to the Federal Trade Commission 16 CFR § 255.5: Guides Concerning the Use of Endorsements and Testimonials in Advertising:
- “For purposes of this part, an endorsement means any advertising message… that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser…
- The party whose opinions, beliefs, findings, or experience the message appears to reflect will be called the endorser…
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- Endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser.
- An endorsement may not convey any express or implied representation that would be deceptive if made directly by the advertiser.
- Advertisers are subject to liability for false or unsubstantiated statements made through endorsements, or for failing to disclose material connections between themselves and their endorsers “
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