Advertisers, celebrity endorsers and even some internet bloggers will be held liable for false statements they make about products as part of a crackdown by US regulators on deceptive advertising practices.
The new rules on the use of testimonials in advertising, released by the Federal Trade Commission on Monday, also say that anyone who endorses a product, including celebrities and bloggers, must make explicit the compensation received from companies. In an effort to hold companies and endorsers accountable, the FTC guidelines state that businesses and reviewers will be liable for any false statements made about a product. If a blogger receives a free sample of skin cream and untruthfully claims it cures eczema, for example, the company and the blogger could be held liable for false advertising.
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