New FTC Guidance for Endorsements and Testimonials in Advertising

Social Networking Sites, Blogs, Twitter: Threats to Section 5 Compliance

29-year-old advertising guidelines revised to include social media

Recording of a 90-minute premium CLE webinar with Q&A

Conducted on Wednesday, January 20, 2010

Recorded event now available

or call 1-800-926-7926
Course Materials

This CLE course will review the newly revised FTC advertising guidelines and their impact on businesses and endorsers. The panel will also discuss the FTC's new standards for using social media in advertising.


The Federal Trade Commission recently revised its guidance for companies using endorsements and testimonials in advertising. These revisions mark the FTC’s first effort in 29 years to update the guidance, and for the first time, set standards for Internet advertising and marketing.

The revised guidance impacts blogs, social networking websites, and companies that feature user or consumer-generated content in marketing campaigns to build product and brand awareness.

Under the new guidance, companies and endorsers face liability for failing to disclose material connections between the advertising and endorser. Businesses and their counsel must understand the new guidance and its standards to ensure compliance with the FTC Act.

Listen as our authoritative panel of attorneys examines the FTC revision and its impact on advertising — as well as common pitfalls and how to avoid them. The panel will outline best practices for using social media in advertising and marketing without violating the FTC Act.



  1. New FTC guidelines
    1. Testimonials
    2. Endorsements
    3. Bloggers
    4. Celebrities
    5. Disclosure of connections
    6. Liability
  2. Common traps and strategies to avoid them
  3. Bests practices when using social media
    1. Blogs, social networking sites
    2. User-generated content


The panel will review these and other key questions:

  • What factors will the FTC consider when determining whether a violation of the FTC Act has occurred?
  • How will the new guidelines impact how social media is used in advertising?
  • What steps must companies take to ensure compliance with the new standards?


Gary D. Hailey
Gary D. Hailey


He focuses on advertising and marketing law involving both traditional marketers and the direct response/infomercial...  |  Read More

Aaron Hendelman
Aaron Hendelman

Wilson Sonsini Goodrich & Rosati

He focuses on the areas of trademark, advertising, unfair competition, copyright, Internet, retail, and consumer law....  |  Read More

Jonathan Gelfand
Jonathan Gelfand
General Counsel and Senior Vice President, Business Development
Product Partners

He provides counsel for a myriad of activities, including complex contract negotiations; FTC, FDA and other regulatory...  |  Read More

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