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[MUSIC PLAYING] Say you meet someone who tells you about a great, new product. Would their glowing endorsement factor into your decision to buy it? Maybe so. But what if you find out the person works for the company or has been paid to recommend the product? Wouldnt you want to know that? That common-sense principle is at the heart of the Federal Trade Commissions Endorsement Guides. Hi. Im Mary Engle, an attorney with the FTC, the nations consumer protection agency. If you advertise products or services to consumers, or if youre involved in marketing using social media, blogs, affiliates, and the like, you should know about the Endorsement Guides. The Guides have been around since 1980, but the FTC revised them in 2009 to include examples that reflect todays marketing media. Youll want to read the Guides for yourself, but they boil down to three basic concepts. First, endorsements must be truthful and not misleading. They have to reflect the endorsers actual experience and opi