New FTC Guidelines – Testimonials and Affiliate Marketing

2 comments

in Articles and Thoughts,Copywriting,Quick Notes

The FTC has issued new rules regarding the use of testimonials.

I’m not a lawyer and I’m not giving you legal advice, but if you are a marketer you need to know this …

If you use testimonials or you are an affiliate for any products you better read this:

http://ftc.gov/opa/2009/10/endortest.shtm

The notice incorporates several changes to the FTC’s Guides Concerning the Use of Endorsements and Testimonials in Advertising, which address endorsements by consumers, experts, organizations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers.

Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect.

That means that just saying that results are not typical is no longer enough to satisfy the FTC.

Now you have to say what IS typical specifically.

Unless you want to put up a disclaimer that reads something like “Most people never get off their lazy behinds and actually use this product at all” you may want to consider removing all testimonials from your sales pages.

Even more important …

I you are a blogger or affiliate marketer you need to CLEARLY state that you are making money if someone clicks on a link and buys a product that you are are talking about.

Personally, I think I’m adding something like “Any link on this site may be an affiliate link that earns me money if you take an action or purchase a product — THIS IS A GOOD THING!”

Stay tuned for updates!

All the best,

Ken McArthur

SpeakUpSaveLives.org
TheImpactFactor.com
KenMcArthur.com
jvAlertLive.com

  • Lucille

    Thanks Ken for the info. What is the Ftc going to try next? Why aren’t they out there trying to Stop the Internet Scammers?? That would keep them buisy for the next several years.
    Lucille

  • Hi Ken,

    Thanks for informing about the changes. I agree with Lucille. Why aren’t they keeping themselves busy catching the internet scammers rather than keep making changes to the rules and regulations. It just does not make sense.

    Regards,
    Edmund
    Affiliate Marketing Secrets

Previous post:

Next post: