After an extensive two-year review, on October 5th the FTC released revisions to its guidance document, Guides Concerning the Use of Endorsements and Testimonials in Advertising, the first revisions to the Guides since 1980. The revised Guides will go into effect on December 1st, 2009, and include significant changes, particularly with regard to endorsements and testimonials in “new media” such as blogs, viral marketing, and social network sites.
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