Under new requirements announced by the Federal Trade Commission last year, online influencers are now governed by the same truth in advertising rules that apply to other types of advertising. Deceptive or false claims are not allowed.
If advertisers don't comply, the FTC may decide to investigate. The feds could bring a lawsuit.
The FTC thoughtfully provides case studies so we can learn what to look out for in sample stories, enhancing consumer protection against deceptive practices.
In the case of a golfer promoting a brand of golf ball, the FTC declares that because it's a paid post, this is an endorsement and should be acknowledged.
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