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Ad agencies behind infomercials must need proof that will back up all implied and express claims made by the advertisement about the product. Besides that, the infomercial must not deliberately copy the format of talk shows, news reports, or other independent programs. The FTC also requires that the ad agencies disclose that the program is a paid advertisement during the start of the infomercial and before the ordering information is shown. Since most infomercials feature endorsements from experts and consumers, the FTC also has regulations about the use of endorsements and testimonials. Should the infomercial fail to comply with the FTC’s regulation, the manufacturer and marketer are both held liable.