ABC News recently focused on celebrity endorsements and truth in advertising. It was reported that Oprah Winfrey is suing over 40 companies that are involved in products using the acai berry that included her endorsement of the products without her permission. To see the show, please click here.

Brands are under increased scrutiny for truth in advertising. They have a responsibility to uphold the highest standards in their relationship with their consumers. Any brand that shows a disregard for this commitment is severely impacting the opportunity for all brands to use endorsements due to the loss of trust felt by consumers. The ISC is working to create programs that will raise the reputation of brands as sponsors and strengthen the relationship and partnership between brands and consumers.