FTC Leash Still Tight On Advertisers Disclosing Paid Content, Endorsements

Consumer product marketers want more flexibility with disclosures for paid content and endorsements than FTC advises in its guidance, but firms should “tread carefully” and not expect the commission to ease up, says attorney Joan Stewart. FTC could base enforcement on its own research underscoring that advertisers should clearly disclose when they pay endorsers, Stewart says.