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Under the Federal Trade Commission’s (FTC) Endorsement and Testimonial Guidelines, the FTC will view it as deceptive and therefore unlawful under the FTC Act if an endorser of a product in the online environment – a blogger, product reviewer, or commentator – posts, tweets, or E-mails something good about a company or its product when there is an undisclosed "material connection" between that endorser and the company or product which he or she has just endorsed.

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