The Guides do not have the force of law. Still, they are considered to reflect safe practices - meaning that if your marketing activities are inconsistent with the Guides, that could result in law enforcement actions alleging deceptive advertising, which could include fines or restitution.
The FTC has now included 'tags in social media posts' in the list of things that 'can be' an endorsement. Also changed is who the FTC will consider an endorser.
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