New FTC Guides Impact Use of Social Media for Companies and Athlete Endorsers

McKelvey, Steve; Masteralexis, James T.
March 2013
Sport Marketing Quarterly;Mar2013, Vol. 22 Issue 1, p59
Academic Journal
The article focuses on updating of the business guide given by the Federal Trade Commission (FTC) in the U.S. which was earlier introduced in the year 2009. It focuses on engagement of companies and endorsers seeking to leverage media for promoting products. It highlights the updated points of the guide such as "endorsement" definition, implications for sport managers and role of adviser and endorsers. It informs that failing to meet the points given in the guide, FTC could take any action.


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