Under New Captain, FTC Trims Sails For Speed

The Federal Trade Commission is lighting a match under its "rocket docket" this year, and that means marketers can expect a lot of firepower from the commission and from agencies with which the FTC cooperates.

"They are risk-tolerant, and they are willing to take hard positions," said Leonard L. Gordon, FTC director for the Northeast Regional Office. Also coming to the FTC are two new commissioners, one of whom is Julie Brill, former head of the consumer protection agency in Vermont. "She's very aggressive and will want to push the agency to work with the attorney general." Among the areas Gordon said the commission will revisit are advertising to kids, health claims for food and supplements, and privacy issues. And changes are definitely on the way surrounding testimonial and endorsement.