I just looked at the new FTC guidelines that go into place later this year http://www.ftc.gov/opa/2009/10/endortest.shtm This stood out. "The Federal Trade Commission today announced that it has approved final revisions to the guidance it gives to advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act. The notice incorporates several changes to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. The Guides were last updated in 1980." "The Guides are administrative interpretations of the law intended to help advertisers comply with the Federal Trade Commission Act; they are not binding law themselves. In any law enforcement action challenging the allegedly deceptive use of testimonials or endorsements, the Commission would have the burden of proving that the challenged conduct violates the FTC Act." I am not a lawyer but what I read there is that the law hasn't in fact changed. The only thing that has changed is the recommendation of the FTC as how to comply with the current law. This is interesting because that rally means nothing has changed. It is still up to the court to decide what is ok and what is over the top. Are there are any lawyers want to tell me what I am missing and how I am wrong on this?