FTC V. Garvey: A New Trend or an Aberration?

Abstract

Over the past several decades, society has become increasingly infatuated with celebrity endorsements. The success of an endorsement depends upon many factors, including the type of product and the celebrity promoting it. The Federal Trade Commission (FTC) has specific guidelines and rules that address false and misleading advertising, including misuse of endorsements.

This paper examines the legal impact of FTC v. Garvey under FTC Endorsement Guidelines for advertising and infomercials. FTC v. Garvey suggests that the FTC may vigorously pursue celebrity endorsers when products they endorse fail to produce their advertised results.

Keywords: FTC, Consumer Protection, Advertising, Celebrity Endorsements, Endorsement Guidelines