The revised Guides also add new examples for instance the long status precept that “cloth connections” every now and then payments or free items among advertisers and endorsers – connections that patrons does not expect – has to be disclosed. These examples tackle what constitutes an endorsement when the message is conveyed by bloggers or other “word of mouth” marketers. The revised Guides specify that while selections may be reached on a case by case basis, the post of a blogger who gets cash or in kind payment to check a product is considered an endorsement. Thus, bloggers who make an endorsement must reveal the cloth connections they share with the seller of the product or carrier.
Likewise, if a corporation refers in an advertisement to the findings of a analysis association that carried out research backed by the company, the advertisement must expose the connection among the advertiser and the research organization. And a paid endorsement – like some other advertisement – is misleading if it makes false or deceptive claims. Celebrity endorsers also are addressed in the revised Guides. While the 1980 Guides did not explicitly state that endorsers as well as advertisers may be liable under the FTC Act for statements they make in an endorsement, the revised Guides mirror Commission case law and obviously state that both advertisers and endorsers may be liable for false or unsubstantiated claims made in an endorsement – or for failure to disclose cloth connections between the advertiser and endorsers. The revised Guides also make it clear that celebrities have a duty to divulge their relationships with advertisers when making endorsements outside the context of classic ads, equivalent to on talk shows or in social media.