Shaking Hands with the Latest FTC Guides Concerning the Use of Endorsements and Testimonials

The Federal Trade Commission announced today that it has revised the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising, also known as "truth-in-advertising" rules.  These Guides address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of connections between advertisers and endorsers.

Mashable reports FTC to Fine Bloggers Up to $11,000 for Not Disclosing Payments and adds FTC: Blogger Freebies May Be Ad Fraud.

In anticipation of the FTC's revisions, and to protect our readers and clients, we consulted legal counsel and instituted Handshake Media, Incorporated’s Social Media Authenticity Policy – Guides Concerning Use of Endorsements and Testimonials in August, 2009.  At the time, we expressed our philosophy on social media authenticity and wrote, "…we intend to exceed, not just meet, expectations generated by the FTC's Guides revisions."  Handshake Media, Incorporated is the parent company of Handshake 2.0.

Mark Schaefer, author of the blog {grow}, posited in The World's First "Authenticity Policy"?, with regard to Handshake Media's social media authenticity policy, "As far as I know, this is the first published, legally-validated 'authenticity policy.'"

The FTC's announcement states, "The Federal Trade Commission works for consumers to prevent fraudulent, deceptive, and unfair business practices."

Good business and a sound economy depend on fair business practices.  To continue to exceed, not just meet, the FTC's Guides, we will continue to our authentic best by our readers and clients.


For always sharing the latest news, thank you very much to Z. Kelly Queijo and Robert Geller.

Added 10/6/09:  Thanks to Chad Ratliff for the link to FTC's new rules tilt against bloggers from BusinessWeek.

Ink Slog - Mentor
Populating the Top of the Sales Funnel Through Social Media

Speak Your Mind