Proposed FTC Endorsement and Testimonial Ad Revisions

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The FTC is considering their first new revisions involving endorsements and testimonials in advertising since 1980, adding blogs, message boards, and street teams to their coverage, as well as imposing stricter guidelines for disclosures in ads.

The Federal Trade Commission (FTC) requested comments (pdf) and provided an analysis of changes and revisions to their Guidelines involving Endorsements and Testimonials in Advertising on the Federal Register on November 28, 2008, and requested public comments by January 30, 2009. The period for public comments was extended into March, 2009.

These proposed guidelines from the FTC could affect the use of disclaimers in advertising and directly address advertising through blogs and message boards and street teams. The guidelines haven’t been amended since the 1980s, and the Web has introduced many changes in how advertisers may attempt to introduce products and services to consumers.

It’s been a long time since the Guides Concerning the Use to Endorsements and Testimonials in Advertising (16 CFR Part 255) were updated, and I was curious about the changes, especially those involving the Web.

The Guides below mix older examples with new ones that include such things as paid blog reviews, blog reviews where a product or service has been provided to a blogger for free, advertisers interacting on message boards without disclosing that they represent a specific product or service, and street team members who don’t disclose that they are being paid for promoting something or someone.

The Federal Register notice (pdf) includes an overview and history of the current Guides, a discussion of the comments that have been received in response to questions proposed earlier about possible changes, a look at section by section changes, and the proposed Guides. The document is very long but worth reading carefully if you’re concerned about the changes that may come about through these revisions to the federal regulations.

I’ve included the notice section, which includes the proposed revisions and a good number of examples.

Proposed Revised FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising

Sec. 255.0 Purpose and definitions.
255.1 General considerations
255.2 Consumer endorsements
255.3 Expert endorsements
255.4 Endorsements by organizations
255.5 Disclosure of material connections

§ 255.0 Purpose and definitions.

(a) The Guides in this part represent administrative interpretations of laws enforced by the Federal Trade Commission for the guidance of the public in conducting its affairs in conformity with legal requirements. Specifically, the Guides address the application of Section 5 of the FTC Act (15 U.S.C. § 45) to the use of endorsements and testimonials in advertising.

The Guides provide the basis for voluntary compliance with the law by advertisers and endorsers. Practices inconsistent with these Guides may result in corrective action by the Commission under Section 5 if, after investigation, the Commission has reason to believe that the practices fall within the scope of conduct declared unlawful by the statute.

The Guides set forth the general principles that the Commission will use in evaluating endorsements and testimonials, together with examples illustrating the application of those principles. The Guides do not purport to cover every possible use of endorsements in advertising. Whether a particular endorsement or testimonial is deceptive will depend on the specific factual circumstances of the advertisement at issue.

(b) For purposes of this part, an endorsement means any advertising message (including verbal statements, demonstrations, or depictions of the name, signature, likeness, or other identifying personal characteristics of an individual or the name or seal of an organization) that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser.

The party whose opinions, beliefs, findings, or experience the message appears to reflect will be called the endorser and may be an individual, group, or institution.

(c) The Commission intends to treat endorsements and testimonials identically in the context of its enforcement of the Federal Trade Commission Act and for purposes of this part. The term endorsements are therefore generally used hereinafter to cover both terms and situations.

(d) For purposes of this part, the term product includes any product, service, company, or industry.

(e) For purposes of this part, an expert is an individual, group, or institution possessing, as a result of experience, study, or training, knowledge of a particular subject, which knowledge is superior to what ordinary individuals generally acquire.

• Example 1:

  A film critic’s review of a movie is excerpted in an advertisement. When so used, the review meets the definition of an endorsement because readers view it as a statement of the critic’s own opinions and not those of the film producer, distributor, or exhibitor.

  Any alteration in or quotation from the text of the review that does not fairly reflect its substance would be a violation of the standards set by this part because it would distort the endorser’s opinion. [See § 255.1(b).]

• Example 2:

  A TV commercial depicts two women in a supermarket buying a laundry detergent. The women are not identified outside the context of the advertisement. One comments to the other how clean her brand makes her family’s clothes, and the other then comments that she will try it because she has not been delighted with her brand.

  This obvious fictional dramatization of a real life situation would not be an endorsement.

• Example 3:

  In an advertisement for a pain remedy, an announcer who is not familiar to consumers except as a spokesman for the advertising drug company praises the drug’s ability to deliver fast and lasting pain relief. He purports to speak, not based on his own opinions, but rather in the place of and on behalf of the drug company. The announcer’s statements would not be considered an endorsement.

• Example 4:

  A manufacturer of automobile tires hires a well-known professional automobile racing driver to deliver its advertising message in television commercials. In these commercials, the driver speaks of the tires’ smooth ride, strength, and long life.

  Even though the message is not expressly declared to be the personal opinion of the driver, it may nevertheless constitute an endorsement of the tires. Many consumers will recognize this individual as being primarily a racing driver and not merely a spokesperson or announcer for the advertiser. Accordingly, they may well believe the driver would not speak for an automotive product unless he believed in what he was saying and had personal knowledge sufficient to form that belief.

  Hence, they would think that the advertising message reflects the driver’s personal views. This attribution of the underlying views to the driver brings the advertisement within the definition of an endorsement for purposes of this part.

• Example 5:

  A television advertisement for a particular golf ball brand shows a prominent and well-recognized professional golfer practicing numerous drives off the tee. This would be an endorsement by the golfer even though she makes no verbal statement in the advertisement.

• Example 6:

  An infomercial for a home fitness system is hosted by a well-known entertainer. During the infomercial, the entertainer demonstrates the machine and states that it is the most effective and easy-to-use home exercise machine that she has ever tried. Even if she is reading from a script, this statement would be an endorsement because consumers are likely to believe it reflects the entertainer’s views.

• Example 7:

  A television advertisement for a housewares store features a well-known female comedian and a well-known male baseball player engaging in light-hearted banter about products each one intends to purchase for the other. The comedian says that she will buy him a Brand X, portable, high-definition television to see the strike zone finally. He says that he will get her a Brand Y juicer so she can make juice with all the fruit and vegetables thrown at her during her performances.

  The comedian and baseball player are not likely to be deemed endorsers because consumers will likely realize that the individuals are not expressing their own views.

§ 255.1 General considerations.

(a) Endorsements must reflect the honest opinions, findings, beliefs, or experience of the endorser. Furthermore, an endorsement may not convey any express or implied representation that would be deceptive if made directly by the advertiser. [See subsections 255.2(a) and (b) regarding substantiation of representations conveyed by consumer endorsements. See also Example 3 to Guide 3 (section 255.3) illustrating how a valid endorsement by an expert endorser may constitute all or part of an advertiser’s substantiation, depending on the claim.]

(b) The endorsement message need not be phrased in the exact words of the endorser unless the advertisement affirmatively so represents.

However, the endorsement may not be presented out of context or reworded to distort in any way the endorser’s opinion or experience with the product. An advertiser may use an endorsement of an expert or celebrity only so long as it has good reason to believe that the Endorser continues to subscribe to the views presented.

An advertiser may satisfy this obligation by securing the endorser’s views at reasonable intervals where such factors will determine reasonableness as new information on the performance or effectiveness of the product, a material alteration in the product, changes in the performance of competitors’ products, and the advertiser’s contract commitments.

(c) When the advertisement represents that the endorser uses the endorsed product, the endorser must have been a bona fide user of it when the endorsement was given. Additionally, the advertiser may continue to advertise only so long as it has good reason to believe that the endorser remains a bona fide user of the product. [See section 255.1(b) regarding the “good reason to believe” requirement.]

(d) Advertisers are subject to liability for false or unsubstantiated statements made through endorsements or for failing to disclose material connections between themselves and their endorsers [see section 255.5]. Endorsers also may be liable for statements made in the course of their endorsements.

• Example 1:

  A building contractor states in an advertisement that he uses the advertiser’s exterior house paint because of its remarkable quick-drying properties and durability. This endorsement must comply with the pertinent requirements of Section 255.3 (Expert Endorsements). Subsequently, the advertiser reformulates its paint to enable it to cover exterior surfaces with only one coat. Before continued use of the contractor’s endorsement, the advertiser must contact the contractor to determine whether the contractor would continue to specify the paint and subscribe to the previously presented views.

• Example 2:

  A television advertisement portrays a woman seated at a desk on five unmarked computer keyboards. An announcer says, “We asked X, an administrative assistant for over ten years, to try these five unmarked keyboards and tell us which one she liked best.” The advertisement portrays X typing on each keyboard and then picking the advertiser’s brand. The announcer asks her why, and X gives her reasons.

  This endorsement would probably not represent that X uses the advertiser’s keyboard at work. In addition, the endorsement also may be required to meet the standards of Section 255.3 (Expert Endorsements).

• Example 3:

  An ad for an acne treatment features a dermatologist who claims that the product is “clinically proven” to work. Before giving the endorsement, she received a write-up of the clinical study in question, which indicates flaws in the design and conduct of the study that are so serious that they preclude any conclusions about the efficacy of the product.

  The dermatologist is subject to liability for the false statements she made in the advertisement. The advertiser is also liable for misrepresentations made through the endorsement.

• Example 4:

  A well-known celebrity appears in an infomercial for an oven roasting bag that purportedly cooks every chicken perfectly in thirty minutes. During the shooting of the infomercial, the celebrity watches five attempts to cook chickens using the bag. In each attempt, the chicken is undercooked after thirty minutes and requires sixty minutes of cooking time.

  In the commercial, the celebrity places an uncooked chicken in the oven roasting bag and places the bag in one oven. He then takes a chicken roasting bag from a second oven, removes from the bag what appears to be a perfectly cooked chicken, tastes the chicken, and says that if you want perfect chicken every time, in just thirty minutes, this is the product you need. A significant percentage of consumers are likely to believe the celebrity’s statements represent his views even though he is reading from a script.

  The celebrity is subject to liability for his statement about the product. The advertiser is also liable for misrepresentations made through the endorsement.

• Example 5:

  A skin care products advertiser participates in a blog advertising service. The service matches up advertisers with bloggers who will promote the advertiser’s products on their blogs. The advertiser requests that a blogger try a new body lotion and write a product review on her blog.

  Although the advertiser does not make any specific claims about the lotion’s ability to cure skin conditions and the blogger does not ask the advertiser whether there is substantiation for the claim, in her review, the blogger writes that the lotion cures eczema and recommends the product to her blog readers who suffer from this condition.

  The advertiser is subject to liability for false or unsubstantiated statements made through the blogger’s endorsement. The blogger also is subject to liability for representations made in the course of her endorsement.

  The blogger is also liable if she fails to disclose clearly and conspicuously that she is being paid for her services. [See section 255.5.]

  To limit its potential liability, the advertiser should ensure that the advertising service provides guidance and training to its bloggers concerning the need to ensure that statements they make are truthful and substantiated. The advertiser should also monitor bloggers who are being paid to promote its products and take steps necessary to halt the continued publication of deceptive representations when they are discovered.

Section 255.2 Consumer endorsements.

(a) An advertisement employing endorsements by one or more consumers about the performance of an advertised product or service will be interpreted as representing that the product or service is effective for the purpose depicted in the advertisement. Therefore, the advertiser must possess and rely upon adequate substantiation, including, when appropriate, competent and reliable scientific evidence, to support such claims made through endorsements in the same manner the advertiser would be required to do if it had made the representation directly, i.e., without using endorsements. Consumer endorsements themselves are not competent and reliable scientific evidence.

(b) An advertisement containing an endorsement relating the experience of one or more consumers on a central or key attribute of the product or service also will likely be interpreted as representing that the endorser’s experience is representative of what consumers will generally achieve with the advertised product in actual, albeit variable, conditions of use.

Therefore, an advertiser should possess and rely upon adequate substantiation for this representation. If the advertiser does not substantiate that the endorser’s experience is representative of what consumers will generally achieve, the advertisement should clearly and conspicuously disclose the generally expected performance in the depicted circumstances, and the advertiser must possess and rely on adequate substantiation for that representation.

(c) Advertisements presenting endorsements by what are represented, directly or by implication, to be “actual consumers” should utilize actual consumers in both the audio and video, or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.

• Example 1:

  A brochure for a baldness treatment consists entirely of testimonials from satisfied customers who say they had amazing hair growth after using the product. Their hair is as thick and strong as it was when they were teenagers.

  The advertiser must have competent and reliable scientific evidence that its product effectively produces new hair growth. The ad will also likely communicate that the endorsers’ experiences represent what new users of the product can generally expect.

  Therefore, even if the advertiser includes a disclaimer such as, “Notice: These testimonials do not prove our product works. You should not expect to have similar results,” the ad is likely to be deceptive unless the advertiser has adequate substantiation that new users typically will experience results similar to those experienced by the testimonials.

• Example 2:

  An advertisement disseminated by a company that sells heat pumps presents endorsements from three individuals who state that their monthly utility bills went down by $100, $125, and $150 after installing the company’s heat pump in their homes, respectively.

  The ad will likely be interpreted as conveying that such savings are representative of what consumers who buy the company’s heat pump can generally expect. The advertiser does not substantiate that representation because less than 20% of purchasers will save $100 or more.

  A disclosure such as, “Results not typical” or, “These testimonials are based on the experiences of a few people and you are not likely to have similar results” is insufficient to prevent this ad from being deceptive because consumers will still interpret the ad as conveying that the specified savings are representative of what consumers can generally expect. The ad is less likely to be deceptive if it clearly and conspicuously discloses the generally expected savings and the advertiser has adequate substantiation that homeowners can achieve those results.

  There are multiple ways that such a disclosure could be phrased, e.g., “the average homeowner saves $35 per month,” “the typical family saves $50 per month during cold months and $20 per month in warm months,” or “most families save 10% on their utility bills.”

• Example 3:

  An advertisement for a cholesterol-lowering product features an individual who claims that his serum cholesterol went down by 120 points and did not mention having made any lifestyle changes. A well-conducted clinical study shows that the product reduces the cholesterol levels of individuals with elevated cholesterol by an average of 15%. The advertisement clearly and conspicuously discloses this fact.

  Despite the presence of this disclosure, the advertisement would be deceptive if the advertiser does not have adequate substantiation that the product can produce the specific results claimed by the endorser (i.e., a 120-point drop in serum cholesterol without any lifestyle changes).

• Example 4:

  An advertisement for a weight-loss product features a formerly obese woman. She says in the ad, “Every day, I drank 2 WeightAway shakes, only ate raw vegetables and exercised vigorously for six hours at the gym. By the end of six months, I had gone from 250 pounds to 140 pounds.” The advertisement accurately describes the woman’s experience. Such a result is within the range that would be generally experienced by an extremely overweight individual who consumed WeightAway shakes, only ate raw vegetables, and exercised as the endorser did.

  Because the endorser clearly describes the limited and truly exceptional circumstances under which she achieved her results, the ad does not convey that consumers who weigh substantially less or use WeightAway under less extreme circumstances should generally expect to lose something in the vicinity of 110 pounds in six months.

  However,

  The advertiser must have substantiation for any performance claims conveyed by the endorsement (e.g., that WeightAway is an effective weight loss product). If in the alternative, the advertisement says that the endorser lost 110 pounds in six months using WeightAway together with diet and exercise, the advertisement would likely convey that her results were representative of what consumers can generally expect to lose with WeightAway.

• Example 5:

  An advertisement presents the results of a poll of consumers who have used the advertiser’s cake mixes as well as their recipes. The results show that the majority believed that their families could not tell the difference between the advertised mix and their cakes baked from scratch. Many of the consumers are pictured in the advertisement and relevant, quoted portions of their statements endorsing the product. This use of the results of a poll or survey of consumers represents that this is the typical result that ordinary consumers can expect from the advertiser’s cake mix.

• Example 6:

  An advertisement purports to portray a “hidden camera” situation in a crowded cafeteria at breakfast time. A spokesperson for the advertiser asks a series of actual patrons of the cafeteria for their spontaneous, honest opinions of the advertiser’s recently introduced breakfast cereal.

  Even though the words “hidden camera” are not displayed on the screen, and even though none of the actual patrons is specifically identified during the advertisement, the net impression conveyed to consumers may well be that these are actual customers and not actors. If actors have been employed, this fact should be clearly and conspicuously disclosed.

• Example 7:

  An advertisement for a recently released motion picture shows three individuals coming out of a theater, each giving a positive statement about the movie. These individuals are actual consumers expressing their personal views about the movie. The advertiser does not need to substantiate that their views represent the opinions that most consumers will have about the movie because this advertisement is not likely to convey a typical message.

  If the motion picture studio had approached these individuals outside the theater and offered them free tickets if they would talk about the movie on camera afterward, that arrangement should be clearly and conspicuously disclosed. [See section 255.5.]

Section 255.3 Expert endorsements.

(a) Whenever an advertisement represents, directly or by implication, that the endorser is an expert concerning the endorsement message, then the endorser’s qualifications must give the endorser the expertise they represent as possessing concerning the endorsement.

(b) Although the expert may, in endorsing a product, take into account factors not within their expertise (e.g., matters of taste or price), the endorsement must be supported by an actual exercise of that expertise in evaluating product features or characteristics concerning which they are expert and which are relevant to an ordinary consumer’s use of or experience with the product and are available to the ordinary consumer.

This evaluation must have included examining or testing the product at least as extensive as someone with the same degree of expertise would normally need to conduct to support the conclusions presented in the endorsement. To the extent that the advertisement implies that the endorsement was based upon the comparison, such comparison must have been included in the expert’s evaluation. As a result of such comparison, the expert must have concluded that, concerning those features on which they are expert and relevant and available to an ordinary consumer, the endorsed product is equal overall to the competitors’ products.

Moreover, where the net impression created by the endorsement is that the advertised product is superior to other products concerning any such feature or features, then the expert must have found such superiority. [See section 255.1(d) regarding the liability of endorsers.]

• Example 1:

  An endorsement of a particular automobile by one described as an “engineer” implies that the endorser’s professional training and experience are such that he is well acquainted with the design and performance of automobiles. If the endorser’s field is, for example, chemical engineering, the endorsement would be deceptive.

• Example 2:

  An endorser of a hearing aid is referred to as “Doctor” during an advertisement. The ad likely implies that the endorser is a medical doctor with substantial experience in the area of hearing. If the endorser is not a medical doctor with substantial experience in audiology, the endorsement would likely be deceptive.

  A non-medical “doctor” (e.g., an individual with a Ph.D. in exercise physiology) or a physician without substantial experience in the area of hearing can endorse the product, but if the endorser is referred to as “doctor,” the advertisement must make clear the nature and limits of the endorser’s expertise.

• Example 3:

  A manufacturer of automobile parts advertises that the “American Institute approves its Science products.” From its name, consumers would infer that the “American Institute of Science” is a bona fide independent testing organization with expertise in judging automobile parts and that, as such, it would not approve any automobile part without first testing its efficacy using valid scientific methods.

  If the American Institute of Science is not such a bona fide independent testing organization (e.g., if it was established and operated by an automotive parts manufacturer), the endorsement would be deceptive.

  Even if the American Institute of Science is an independent bona fide expert testing organization, the endorsement may nevertheless be deceptive unless the Institute has conducted valid scientific tests of the advertised products. The test results support the endorsement message.

• Example 4:

  A manufacturer of a nonprescription drug product represents that its product has been selected over competing products by a large metropolitan hospital. The hospital has selected the product because the manufacturer has packaged each dose of the product separately, unlike its competitors.

  This package form is not generally available to the public. Under the circumstances, the endorsement would be deceptive because the basis for the hospital’s choice of the convenience of packaging’ is neither relevant nor available to consumers. The basis for the hospital’s decision is not disclosed to consumers.

• Example 5:

  A woman identified as the president of a commercial “home cleaning service” states in a television advertisement that the service uses a particular brand of cleanser instead of leading competitors it has tried because of this brand’s performance.

  Because cleaning services extensively use cleansers in the course of their business, the ad likely conveys that the president is superior to ordinary consumers. Accordingly, the president’s statement will be deemed to be an expert endorsement. The service must, of course, actually use the endorsed cleanser. Also, because the advertisement implies that the cleaning service has experience with a reasonable number of leading competitors to the advertised cleanser, the service must have such experience, and, based on its expertise, it must have determined that the cleaning ability of the endorsed cleanser is at least equal (or superior, if such is the net impression conveyed by the advertisement) to that of leading competitors’ products with which the service has had experience and which remain reasonably available to it.

  Because in this example, the cleaning service’s president makes no mention that the endorsed cleanser was “chosen,” “selected,” or otherwise evaluated in side-by-side comparisons against its competitors, it is sufficient if the service has relied solely upon its accumulated experience in evaluating cleansers without having performed side-by-side or scientific comparisons.

• Example 6:

  A medical doctor states in an advertisement for a drug that the product will safely allow consumers to lower their cholesterol by 50 points. If the materials the doctor reviewed were merely letters from satisfied consumers or the results of a rodent study, the endorsement would be deceptive, assuming that those materials are not what others with the same degree of expertise would consider adequate to support this conclusion about the product’s safety and efficacy.

Section 255.4 Endorsements by organizations.

Endorsements by organizations, especially expert ones, are viewed as representing the judgment of a group whose collective experience exceeds that of any individual member and whose judgments are generally free of the sort of subjective factors that vary from individual to individual.

Therefore, an organization’s endorsement must be reached by a process sufficient to ensure that the endorsement fairly reflects the collective judgment of the organization. Moreover, if an organization is represented as being expert, then, in conjunction with a proper exercise of its expertise in evaluating the product under section 255.3 (expert endorsements), it must utilize an expert or experts recognized as such by the organization or standards previously adopted by the organization and suitable for judging the relevant merits of such products. [See section 255.1(d) regarding the liability of endorsers.]

• Example:

  A mattress seller advertises that a chiropractic association endorses its product. Because the association would be regarded as an expert concerning judging mattresses, its endorsement must be supported by an evaluation by an expert or experts recognized as such by the organization, or by compliance with standards previously adopted by the organization and aimed at measuring the performance of mattresses in general and not designed with the unique features of the advertised mattress in mind. (See also section 255.3, Example 5.)

Section 255.5 Disclosure of material connections.

When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement (the audience does not reasonably expect, i.e., the connection), such connection must be fully disclosed.

For example, when the endorser is neither represented in the advertisement as an expert nor is known to a significant portion of the viewing public, then the advertiser should clearly and conspicuously disclose either the payment or promise of compensation before and in exchange for the endorsement or the fact that the endorser knew or had reasons to know or to believe that if the endorsement favors the advertised product some benefit, such as an appearance on TV, would be extended to the endorser. Additional guidance concerning endorsements by celebrities and experts is provided by the examples below.

• Example 1:

  A drug company commissions research on its product by an outside organization. The drug company determines the overall subject of the research (e.g., to test the efficacy of a newly developed product). It pays a substantial share of the expenses of the research project, but the research organization determines the protocol for the study and is responsible for conducting it. A subsequent advertisement by the drug company mentions the research results as the “findings” of that research organization.

  Where, as here, the design and conduct of the research project are controlled by the outside research organization, the weight consumers place on the reported results would not likely be materially affected by knowing that the advertiser had funded the project. Therefore, the advertiser’s payment of expenses to the research organization need not be disclosed in this advertisement.

• Example 2:

  A film star endorses a particular food product. The endorsement regards only points of taste and individual preference. This endorsement must, of course, comply with section 255.1. Still, regardless of whether the star’s compensation for the commercial is a $1 million cash payment or a royalty for each product sold by the advertiser during the next year, no disclosure is required because such payments likely are ordinarily expected by viewers.

• Example 3:

  During an appearance by a well-known professional tennis player on a television talk show, the host comments that the past few months have been the best of her career. During this time, she has risen to her highest level ever in the rankings. She responds by attributing the improvement in her game to the fact that she sees the ball better than she used to, ever since having laser vision correction surgery at a clinic that she identifies by name.

  She continues talking about the ease of the procedure, the kindness of the clinic’s doctors, her speedy recovery, and how she can now engage in a variety of activities without glasses, including driving at night. The athlete does not disclose that, even though she does not appear in commercials for the clinic, she has a contractual relationship with it. Her contract pays her for speaking publicly about her surgery when she can do so.

  Consumers would not expect that a celebrity discussing a medical procedure in a television interview to be paid for doing so, and knowledge of such payments would likely affect the weight or credibility consumers give to the celebrity’s endorsement. Without a clear and conspicuous disclosure that the athlete has been engaged as a spokesperson for the clinic, this endorsement is likely to be deceptive. Furthermore, if consumers are likely to take away from her story that her experience was typical of those who undergo the same procedure at the clinic, the advertiser must have substantiation for that claim.

  Assume that during that same appearance, the tennis player is wearing clothes bearing the insignia of an athletic wear company with whom she also has an endorsement contract. Although this contract requires that she wear the company’s clothes not only on the court but also in public appearances, when possible, she does not mention them or the company during her appearance on the show. No disclosure is required because no representation is being made about the clothes in this context.

• Example 4:

  An ad for an anti-snoring product features a physician who says that he has seen dozens of products come on the market over the years and, in his opinion, this is the best.

  Consumers would expect the physician to be reasonably compensated for his appearance in the ad. However, consumers are unlikely to expect that the physician receives a percentage of gross product sales or that he owns part of the company, and either of these facts would likely materially affect the credibility that consumers attach to the endorsement.

  Accordingly, the advertisement should clearly and conspicuously disclose such a connection between the company and the physician.

• Example 5:

  An actual patron of a restaurant, who is neither known to the public nor presented as an expert, is shown seated at the counter. He is asked for his “spontaneous” opinion of a new food product served in the restaurant.

  Assume, first, that the advertiser had posted a sign on the door of the restaurant informing all who entered that day that the advertiser would interview patrons as part of the TV promotion of its new soy protein “steak.” This notification would materially affect the weight or credibility of the patron’s endorsement. Therefore, viewers of the advertisement should be clearly and conspicuously informed of the circumstances under which the endorsement was obtained.

  Assume, in the alternative, that the advertiser had not posted a sign on the door of the restaurant but had informed all interviewed customers of the “hidden camera” only after interviews were completed and the customers had no reason to know or believe that their response was being recorded for use in an advertisement. Even if patrons were also told that they would be paid for allowing their opinions in advertising, these facts need not be disclosed.

• Example 6:

  An infomercial producer wants to include consumer endorsements for an automotive additive product featured in her commercial. Still, because the product has not yet been sold, there are no consumer users.

  The producer’s staff reviews the profiles of individuals interested in working as “extras” in commercials and identifies several who are interested in automobiles. The extras are asked to use the product for several weeks and then report back to the producer. They are told that if they are selected to endorse the product in the producer’s infomercial, they will receive a small payment.

  Viewers would not expect that these “consumer endorsers” are actors who were asked to use the product so that they could appear in the commercial or that they were compensated. Because the advertisement fails to disclose these facts, it is deceptive.

• Example 7:

  A college student who has earned a reputation as a video game expert maintains a personal weblog or “blog” where he posts entries about his gaming experiences. Readers of his blog frequently seek his opinions about video game hardware and software.

  As it has done in the past, the manufacturer of a newly released video game system sends the student a free copy of the system and asks him to write about it on his blog. He tests the new gaming system and writes a favorable review.

  The readers of his blog are unlikely to expect that he has received the video game system free of charge in exchange for his review of the product. Given the value of the video game system, this fact would likely materially affect the credibility they attach to his endorsement. Accordingly, the blogger should clearly and conspicuously disclose that he received the gaming system free of charge.

• Example 8:

  An online message board designated for discussions of new music download technology is frequented by MP3 player enthusiasts. They exchange information about new products, utilities, and the functionality of numerous playback devices.

  Unbeknownst to the message board community, an employee of a leading playback device manufacturer has been posting messages on the discussion board promoting the manufacturer’s product. Knowledge of this poster’s employment likely would affect the weight or credibility of her endorsement. Therefore, the poster should clearly and conspicuously disclose her relationship to the manufacturer to members and readers of the message board.

• Example 9:

  A young man signs up to be part of a “street team” program in which points are awarded each time a team member talks to their friends about a particular advertiser’s products. Team members can then exchange their points for prizes, such as concert tickets or electronics. These incentives would materially affect the weight or credibility of the team member’s endorsements. They should be clearly and conspicuously disclosed, and the advertiser should take steps to ensure that these disclosures are being provided.

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