"The revised Guides issued after public comment and consumer research reflect three basic truth-in-advertising principles: Endorsements must be truthful and not misleading; If the advertiser doesn't have proof that the endorser’s experience represents what consumers will achieve by using the product, the ad must clearly and conspicuously disclose the generally expected results in the depicted circumstances; and if there’s a connection between endorser and marketer of the product that would affect how people evaluate the endorsement, it should be disclosed." (Quoted from paper)