The Federal Trade Commission is the US consumer protection agency. The FTC works to prevent fraudulent, deceptive, and unfair business practices and to provide information to help consumers make informed decisions.

The FTC’s guides reflect the truth-in-advertising pricinple that endorsements must be honest and not misleading. An endorsement must reflect the honest opinion of the endorser and can’t be used to make a claim that the product’s marketer couldn’t legally make.