Rules and guidance issued by the U.S. Federal Trade Commission governing truthful advertising, endorsements, and disclosure requirements — covering areas like influencer marketing, testimonials, and substantiation of advertising claims.
Why it matters
FTC guidelines are enforceable, not just best practice — violations (unsubstantiated claims, undisclosed paid endorsements, deceptive pricing practices) can result in real fines and legal consequences, making compliance a genuine legal requirement for marketers operating in or targeting the U.S., not an optional nicety.
In a sentence
"Legal flagged that testimonial as needing a disclosure to stay within FTC guidelines, since the customer received a free product in exchange for the review."