New revised Federal Trade Commission (FTC) guidelines for advertisements containing endorsements or testimonials focus attention on “new media” as an advertising venue. The guidelines require transparency and disclosure of any material relationship between the manufacturer and the endorser or poster. Postings on a wiki, blog, social network, chat room or other internet site may be considered endorsement/testimonial advertising regardless of who makes the posting. The guidelines make clear that the same rules apply to “new media” as well as to TV, radio and print ads.
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