New FTC Guidelines Go Into Effect Tomorrow; Social Media Campaigns Continue Unabated

The FTC “Guides Concerning the Use of Endorsements and Testimonials in Advertising,” officially go into effect tomorrow.

That being said, the changes have not slowed down so called “word of mouth” programs, especially by retailers in full holiday sales mode. “Don’t expect the FTC’s new guidelines on product endorsements to put a damper on social-media efforts,” wrote Advertising Age‘s Michael Bush today, citing numerous agency and internal brand marketers.

For example, blogger Melanie Notkin — known as Savvy Auntie — posted

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