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Based on advertising law, endorsements and testimonials must show the honest opinion or experience of the endorser. The claims presented must be truthful and supported.

If a celebrity endorses a product, that testimonial must be true. Customer endorsements must reflect the typical customers experience with the said product. Simply saying that results may differ depending on the end user does not help in assuring the consumer because they cannot expect similar results.

Expert or professional endorsements must be supported by scientific methods and not only the opinion of one expert. And if an endorser would enjoy material or financial gain from the owner company, advertising law says that disclosure is needed.