New FTC Rules Won't Deter Celebrity Social-Media Endorsements

Don't expect the FTC's new guidelines on product endorsements to put a damper on social-media efforts.

Since the guidelines became official two months ago, marketers and agencies alike have been educating themselves on the guidelines, modifying spokesperson agreements and implementing new social-media policies. The marketers and agencies that spoke with Ad Age all said the new rules would not deter them from any social-media or celebrity-endorsement efforts.