The FTC's new rules could potentially impact companies included in the SPY ETF. If these companies have been using deceptive reviews or endorsements as part of their marketing strategies, they may need to adjust their practices to comply with the new guidelines. This could lead to changes in their marketing costs and effectiveness, which could in turn impact their financial performance and stock prices. However, the impact is likely to vary among different companies, and it's also possible that some companies will not be significantly affected.