The U.S. Federal Trade Commission has sent warning letters to multiple businesses about possible violations of the Consumer Review Rule, highlighting risks from AI-generated or paid reviews. Regulators signalled that deceptive endorsements enabled by AI will be an enforcement priority heading into 2026.

In a legal briefing summarizing recent FTC action, regulators disclosed a series of warning letters to businesses flagged for potential violations of the Consumer Review Rule and for using or permitting deceptive consumer reviews. The FTC emphasised that AI tools and paid review schemes can create fake or misleading endorsements that confuse consumers about product performance and third-party validation. The agency indicated it will prioritize enforcement where artificial intelligence is used to generate fabricated reviews, alter consumer sentiment, or conceal material connections between endorsers and sellers. The move reflects broader regulatory concern about automated deception and the intersection of platform moderation, commercial practices and emerging generative technologies. Counsel and compliance teams were advised to reassess review moderation practices, disclosure policies and the provenance of testimonial content to avoid enforcement actions. The FTC’s warning letters are intended both to notify specific firms and to serve as a public signal that deceptive endorsements, including those enabled or amplified by AI, will draw heightened scrutiny in 2026.