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Whats new about Endorsement Guides? The Endorsement Guides have been around since 1980, and theyve always required that endorsers disclose their relationship with advertisers. Whats new here is that were applying this principle in todays world, in the world of social media, where you cant always recognize an advertisement just by looking at it. Why did the FTC update the Endorsement Guides? Theres been a lot in the news about the FTCs Endorsement Guides lately. Whats the story? Well the FTC cares about protecting consumers, and we know that nowadays when consumers want information about a product or a service theyre thinking of using, they often go online to check it out and see what other consumers have to say. Dont you want to know if the reason a consumer is giving a rave review is because theyre being paid by the advertiser to say it, or theyre getting a steady stream of free products from that company? We just want to bring some transparency to the process so that whe