On July 22nd, David Vladeck, the FTC’s Director of the Bureau of Consumer Protection, testified before a senate subcommittee about the need for more resources to combat fraudulent and deceptive advertising.   In the press release, it states,

The testimony also discussed Commission’s efforts to update its Guides Concerning the Use of Endorsements and Testimonials in Advertising. Based on the prevalent – and sometimes deceptive – use of third-party endorsements in advertising, the FTC adopted the Guides in 1980. Although the basic principles of the Guides still hold true, dramatic changes have occurred during the last three decades in how products are marketed – most notably, program-length infomercials, Internet advertising, word-of-mouth or viral marketing, and consumer blogs have all become commonplace. Vladeck testified that it also has become clear that “results not typical” and other disclaimers of typicality commonly used in endorsements and testimonials are not working as intended to prevent consumer deception.

The FTC’s efforts recently clearly demonstrate that they’re ramping up their efforts to police all forms of marketing.  How does this affect your business?  Is it too little too late?  Are they overreacting?