Rule CG-EFF-016
Efficacy and proof: what rule CG-EFF-016 checks
Rule CG-EFF-016 is one of the checker's efficacy and proof rules. It cites 16 CFR 255.1, 16 CFR 255.5. The reason, source and safer wording are below.
CG-EFF-016 · Warns · Citation checked against stored text
As seen on and featured in claims imply independent endorsement or editorial approval. They are misleading if the mention was paid for, was brief, or did not say what the ad implies, and a celebrity endorsement needs the celebrity's real use and a disclosed connection.
Source: 16 CFR 255.1 - general considerations; 16 CFR 255.5 - disclosure of material connections; FTC Act section 5
Safer wording: Say exactly where and when the product appeared. Do not imply the outlet endorsed it unless it did, and disclose any payment.
16 CFR 255.1, 16 CFR 255.5 · Needs counsel review
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