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Chapter 24: Your Website--Old School ver... > A Jungle versus a Map - Pg. 95

Your Website--Old School versus New School 95 endorsement. Thus, bloggers who make an endorsement must dis- close the material connections they share with the seller of the product or service. Likewise, if a company refers in an advertise- ment to the findings of a research organization that conducted re- search sponsored by the company, the advertisement must disclose the connection between the advertiser and the research organiza- tion. And a paid endorsement--like any other advertisement--is deceptive if it makes false or misleading claims. 77 You don't want to be on the FTC's bad side, so please consult somebody 100 times smarter than me to be sure you're within the guidelines. A Jungle versus a Map When people land on your website, they will feel as if they have