For First Time, FTC Goes After Bloggers for Paid Endorsements

I've written quite a bit in the past about the Federal Trade Commission's enforcement of its guidelines for testimonials and endorsements, which require disclosure of any payment or benefit that endorsers receive for their endorsements.

Until now, in the online realm the FTC has only pursued advertisers who have offered inducements to bloggers and others for endorsements without telling them to disclose the relationship. But now the FTC has gone after two video bloggers themselves for failing to reveal their connections to a web site that they endorsed, and has sent warning letters to individuals who posted endorsements on Instagram without revealing that they were compensated.