The newly and widely amended Fair Trade Act (FTA) was promulgated by the President on February 4, 2015. Under this Amendment, the meaning of the false or misleading advertising was expanded to include that no enterprise shall make or use false or misleading representations or symbols on goods or in advertisements, or in any other way make it known to the public concerning the matter that is relevant to goods/services and is sufficient to affect trading decisions. And the most important issue relating to advertisement in the past few years in Taiwan has been the use of endorsements and testimonials in advertising especially on the Internet. This article intends to deal with the latest developments of advertising regulations in the FTA. It discusses what constitutes illegal endorsements and testimonials when the message is conveyed by bloggers or other word-of-mouth marketers, and emphasizes that all the material connections between advertisers and endorsers which consumers would not expect must be disclosed.