The FTC’s regulations on endorsements state that all endorsements made by celebrities or experts should reflect his or her honest opinion or experience of the product, and not just the experience of a few satisfied customers. The endorsement should not contain any deceptive, unsubstantiated representations. The ad must also disclose if consumers can expect the same results or limited results as the endorser’s experience.
For expert endorsements, the endorser must meet certain qualifications before he or she is considered an expert in the field. Simply being an expert, however, isn’t enough. There has to be an actual evaluation or product testing other experts would normally conduct to support the concludes made in the expert endorsement.
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