New FTC Guidelines – Testimonials and Affiliate Marketing


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:

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

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