Influencer marketing is talked of as the latest advertising trend, yet the concept of celebrity and consumer endorsements has existed for ages. This panel examines how the updated FTC guides on Endorsements and Reviews apply to the latest trends in influencer marketing, including content creators, platform disclosure tools, AI influencers, and expert endorsements. The panel will also discuss incentivized reviews, star ratings, and how brands can properly curate or organize their reviews under FTC and NAD guidance.