Image by Marcus Vegas via Flickr

The internet is buzzing with the pros and cons of FEDERAL TRADE COMMISSION, 16 CFR Part 255, Guides Concerning the Use of Endorsements and Testimonials in Advertising.  You can read the full text by downloading the PDF .

The revised guides are effective December 1, 2009 – Merry Christmas from the U.S. Government.

While many have focused on the impact on bloggers who do product reviews, the guides cover television, hidden camera endorsements, expert endorsements and much more.

A few things that caught my eye:

“Results not typical” statements are no longer acceptable. The FTC tested the statements and found that the disclaimer was ineffective.  You should report the general results not the outliers.

You can be liable for making false statements, even if you’re reading a script.

We may never see another celebrity endorser. Lesser known working actors can rejoice, because there may be a few more roles for you to play. Celebrity endorsers must disclose a paid relationship whether they are talking about a product on a talk show, on