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Ever wondered if the promotion of products for radio and television personalities was genuine? Does the person who actually use the gel to wash put your hair or touted life insurance? As a radio personality, I can tell you the rules on product approval is changing.

The Federal Trade Commission (FTC) – in an update nearly 30 years in the making – has announced its approval on October 5 stricter guidelines for approval and review of testimony and advertising. Said guidelines include changes to the mandatory requirement of disclosure of the connections between advertisers and material that pass their products, goods, benefits and / or services.

According to the FTC revised guidelines – Effective December 1, 2009 endorser of products – including radio and television personalities, are explicitly responsible for their failure to disclose a material link between them and the advertisers in terms outside the context of traditional advertising. Things like jokes on the air during an interview with radio or television and even messages from social networks like Facebook, LinkedIn, Naymz, Twitter and MySpace. The disclosure requirement applies to any connection between the advertiser and endorser that might materially affect the credibility of approval (for example, a connection that consumers would not normally expect to exist) as endorsers of receiving a cash or in kind in exchange for payment for the visa. For example, an individual air that has received free surgery in exchange for a physician to discuss specific air or center, praising the doctors and facilities services are required to disclose this relationship in the statement. Similarly, disclosure required if air personality is a paid spokesperson for a specific entity to promote in the air outside the framework of traditional advertising.

The revised guidelines also clarify that the FTC, when approval is actually using the approved product, goods, benefits and / or service, the guarantee must be a real user at the time of approval is given. Moreover, this wording should reflect the honest opinions, findings, beliefs, and / or experience of the endorser. This is true even if the person proves it is reading a prepared script. Customers may be subject to liability for failure to disclose the material connections with advertisers, or misleading information or unsubstantiated claims about the products, goods, benefits and during / or services that make their annotations. Advertisers may also be responsible for false statements or misleading statements by the endorsers, including failure to disclose the relationship to the advertiser endorser.

The FTC has also eliminated the "safe harbor" for ever "atypical" testimony presented in advertising. In accordance with the guidelines before notices are allowed to contain consumer testimony atypical as they included warnings that "the results are not typical." Under new guidelines, advertisers will have to disclose the results in general made the product, goods, services and / or service in those circumstances, and must have a justification suitable for all actions made. In addition, advertisers are promoting studies of research organizations outside the advertising of the products must any public funding or payment of fees by the advertiser to external organizations.

Also subject to the revised guidelines bloggers FTC publishing and other social media in compensation for his product endorsements. Online consumers to review and approve the products, goods, benefits and / or services must disclose any material relationship with the advertiser, such as bonuses or gifts, including goods receiving free goods, the benefits and / or services in exchange for the endorsement. However, a positive or approval by a consumer who has purchased the product, goods, benefits and / or service your account not require disclosure. Consumers who use online product endorsers is potentially responsible for the failure any information required. In addition, advertisers who will initiate an amendment that was responsible for misrepresentations made by the endorser online, including failure to disclose the existence of the relationship between the endorser and the advertiser.

Please note that despite the FTC's revised guidelines are not binding and the law is only an advisory which represent administrative interpretations by the Federal Trade Commission. As such, said the voluntary guidelines can be used to determine if an advertiser and / or endorser has given deceptive trade practices in violation of the FTC Act so they can take civil action.

William E. Lewis, Jr., is a credit repair expert and host of the Credit Restoration Consultants Hour on AM 1470 WWNN in south Florida. For more information on credit repair, please contact CRC at (954) 581-5050 or visit them online at http://www.TalkAboutCredit.com

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