The FTC has set a new set of rules that effects both advertisers and bloggers. However this new set of FTC rules for advertising will benefit one group in particular, consumers. The particular FTC rule that will effect bloggers includes: “Bloggers who get free products and then endorse them on their blogs would have to make it clear they got the products free.”

Other FTC advertising rules that will effect advertisers include:

Consumer testimonials would have to be substantiated and ads would have to include generally expected results. Endorsers, not just advertisers, could be held liable for deceptive claims.

Celebrities who talk up a product in an interview must disclose if they are getting paid for the promotion.

Celebrities who endorse products would have to disclose if they have an ownership interest.

Expert endorsers, like doctors, must have experience in the product area they are endorsing. If they don’t, the limits of their expertise must be stated. For instance, an ophthalmologist identified only as a doctor could not be portrayed as an expert physician endorsing a hearing aid.