By Heather Dunn
Earlier this year the Federal Trade Commission (FTC) issued an in-depth Q&A on its Endorsement Guides, making very clear that any “material connections” between endorsers and a brand must be disclosed alongside an endorsement. Endorser disclosures are the advertiser’s responsibility, and the FTC will generally pursue the advertiser and its advertising agencies for violations. This means companies must provide appropriate training to their endorsers, and must monitor their activities. As a recent FTC letter indicated, doing so can provide great benefit, even when things go awry.