Endorsements and Testimonials
What you need to know about these compelling marketing tactics.
Endorsements & Testimonials
Endorsements and testimonials are used in marketing for countless products and services. But all too often, these reviews are fabricated, depict unrealistic results or lack necessary ad disclosures.
What You Need to Know
Seen or heard a deceptive ad? Report an Ad
Legal Actions
SunPowerLED
TINA.org found Kerber USA Inc. improperly marketing SunPowerLED devices with agency logos, as well as making false and misleading endorsement claims.
Kardashians
TINA.org investigation revealed Kardashian sisters promoting various companies without clearly and conspicuously disclosing their material connections to those companies as required by law.
Cîroc
TINA.org found numerous influencers deceptively promoting Diageo’s Cîroc brand on Instagram.
FTC Fake Reviews Comments
FTC Endorsement Guides Comments
In the Press
NJ tax dollars spent on ‘Blue Ribbon’ school awards that critics call deceptive
Julie O’Connor, NJ Spotlight News
Influencers’ quiet disclosures lagged behind LVCVA’s loud promotion of Formula One race
Kyle Chouinard, Las Vegas Sun
Sidebar: Love is a lie
Courthouse News Service
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Class Actions
Gymshark
Product/Service
Gymshark fitness apparel
Allegations
Instructing its fitness influencers to post Gymshark content without properly disclosing that they are paid for their promotional posts
Status
Pending
Gymshark
Case Name (Date)
Lupea et al. v. Gymshark USA, Inc.
26-cv-5073, S.D.N.Y.
(June 2026)
Product/Service
Gymshark fitness apparel
Allegations
Instructing its fitness influencers to post Gymshark content without properly disclosing that they are paid for their promotional posts
Status
Pending
HiSmile
Case Name (Date)
Jimenez et al. v. HiSmile, Inc.
24-cv-4770, C.D. Cal.
(June 2024)
Ledesma et al. v. Hismile, Inc.
24-cv-3626, N.D. Cal.
(June 2024)
Product/Service
HiSmile
Allegations
Falsely marketing that products instantly whiten teeth
Posting fake positive reviews and removing negative reviews
Failing to disclose that influencers and celebrities are paid to endorse products
Failing to disclose that celebrities and influencers who promoted HiSmile products used professional teeth whitening treatments to whiten their teeth
Falsely marketing that certain products are “clinically proven”
Deceptively referencing pseudoscience in marketing materials
Status
Jimenez case: Voluntarily dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled.
Ledesma case: Pending
HiSmile
Case Name (Date)
Jimenez et al. v. HiSmile, Inc.
24-cv-4770, C.D. Cal.
(June 2024)
Ledesma et al. v. Hismile, Inc.
24-cv-3626, N.D. Cal.
(June 2024)
Product/Service
HiSmile
Allegations
Falsely marketing that products instantly whiten teeth
Posting fake positive reviews and removing negative reviews
Failing to disclose that influencers and celebrities are paid to endorse products
Failing to disclose that celebrities and influencers who promoted HiSmile products used professional teeth whitening treatments to whiten their teeth
Falsely marketing that certain products are “clinically proven”
Deceptively referencing pseudoscience in marketing materials
Status
Jimenez case: Voluntarily dismissed When a complaint is dismissed without prejudice, an amended version of the complaint can be refiled.
Ledesma case: Pending
JAXXON Jewelry
Product/Service
JAXXON jewelry
Allegations
Failing to disclose that influencers – including Emily Sears, Emily Tanner, Sofia Bevarly, and Kaylyn Slevin – are paid to promote and endorse products
Status
Pending
JAXXON Jewelry
Case Name (Date)
Pop et al. v. Jaxxon, LLC et al.
25-cv-311, C.D. Cal.
(Feb. 2025)
Product/Service
JAXXON jewelry
Allegations
Failing to disclose that influencers – including Emily Sears, Emily Tanner, Sofia Bevarly, and Kaylyn Slevin – are paid to promote and endorse products
Status
Pending
Luli Fama Swimwear
Product/Service
Luli Fama swimwear
Allegations
Failing to disclose that influencers were paid to promote the brand and its products
Luli Fama Swimwear
Case Name (Date)
Pop et al. v. Lulifama.com, LLC et al.
22-cv-2698, M.D. Fla.
(Oct. 2022)
Product/Service
Luli Fama swimwear
Allegations
Failing to disclose that influencers were paid to promote the brand and its products
Status
Claims dismissed in July 2023 and March 2024; Dismissal affirmed on appeal
ALO Yoga Merchandise
Case Name (Date)
Sulici et al. v. Color Image Apparel d/b/a ALO Yoga et al.
25-cv-3928, N.D. Ill.
(April 2025)
Product/Service
ALO Yoga merchandise
Allegations
Failing to disclose that influencers – including Bruna Lirio, Coral Simanovich and several others – are paid to promote and endorse products
Status
Pending
ALO Yoga Merchandise
Case Name (Date)
Sulici et al. v. Color Image Apparel d/b/a ALO Yoga et al.
25-cv-3928, N.D. Ill.
(April 2025)
Product/Service
ALO Yoga merchandise
Allegations
Failing to disclose that influencers – including Bruna Lirio, Coral Simanovich and several others – are paid to promote and endorse products
Status
Pending