endorsers

An endorser is a person or organization that publicly supports or recommends a product, service, brand, political candidate, or cause. Endorsements are used to convey credibility and influence consumer or public opinion by transferring the endorser's perceived authority, trust, or status to the endorsed entity.

Types of endorsers include celebrity or brand ambassadors, experts (doctors, engineers), notable customers or users, and political endorsers or organizations. In advertising, endorsements may be paid or unpaid, and in politics, endorsements may come from parties, unions, or public figures. With the rise of social media, influencers often serve as modern endorsers, combining reach with personal affinity.

Effectiveness and selection: The impact depends on fit between endorser and product, perceived authenticity, and alignment with target audience. Full disclosure of compensation or connections is important to maintain trust. Endorsements work best when the product benefits are plausible and the endorser's image does not conflict with the brand.

Legal and ethical considerations: In the United States, the FTC's Endorsement Guides require clear and conspicuous disclosure of material connections; other jurisdictions have similar rules through advertising standards authorities. False or misleading endorsements can lead to penalties, reputational harm, and legal liability.

Impact and risks: Endorsers can enhance credibility and awareness but may backfire if the endorser becomes involved in scandal or if endorsements feel inauthentic or over-saturated. Brands monitor endorsement performance with metrics such as reach, engagement, and impact on sales or stance shifts.