On January 16, 2007, the Federal Trade Commission (“FTC”) issued a request for public comments on the overall cost, benefits, and regulatory and economic impact of compliance with its Guides Concerning the Use of Endorsements and Testimonials in Advertising. In conjunction with the request, the FTC has also released two consumer research studies that focus on messages conveyed by consumer testimonials. This Client Advisory provides more information about the studies and what the Guides mean for businesses.