Unless you have been living under a rock or on an extended vacation (in which case we are jealous), you have undoubtedly heard ramblings about the new Federal Trade Commission (FTC) guides that took effect on December 1, 2009, regarding endorsements and testimonials in advertising.

This is the first time the guides have been updated since 1980. You remember 1980, right? Ronald Reagan was elected President. Mount St. Helens erupted. John Lennon was assassinated. There was no Internet or e-mail. No cell phones. In fact, it would still be a few more years before network and cable TV experienced its advances with the creation of Fox Network, MTV, CNN and The Weather Channel.

Arguably the explosive growth of social media, the endless amount of broadcast and digital infomercials with questionable consumer testimonials along with the increasing practice of using celebrities and their media status to promote your company, product or service contributed to the need to revisit endorsement and testimonial guides.

This multi-part series examines various aspects of the guidelines relevant to marketers and their companies.

• Heather Woolford, Associate Director of PR, provides a top-level overview of the new FTC guides – particularly as it relates to social media, blogger outreach and street team marketing.
• Al Yukna, Chief Digital Officer, weighs in on how the guides necessitate the need for your company to create (or update) its social media policies to ensure employees are compliant. Before you say, no thanks, keep in mind that your company is now liable for any false or misleading statements made by your employees.
• Wondering if endorsements and testimonials are really the way to go with these new guides? Dan Collins, Director of Strategic Planning and Research, provides a compelling argument to keep using this tactic as a way to build trust among current or potential consumers.