Hear of the FTC? You Absolutely Need To Read This Now!
Yes, that title was a little long, but I wanted to be sure I had your attention. As almost all of you could be aware ( or should be, at least ) yesterday new FTC regulations came into effect concerning the utilization of testimonials and endorsements in advertising. Lots of the new rules directly impact on internet-based marketers, so I made up my mind to go directly to the source to see exactly what this would imply for me ( and for you, my readers ).
I went to http://www.ftc.gov/opa/2009/10/endortest.shtm and essentially read thru the whole twelve page guide especially the Fed. Trade Commission sixteen CFR Part 255 Guides Concerning the utilization of Endorsements and Testimonials in Advertising. Here are the highlights as they pertain to us online marketers :
first off , there’s the matter of endorsements. The FTC specifically states that endorsements must reflect the honest views, observations, beliefs, or experience of the endorser. This part may appear pretty easy, but how they outline that ‘honesty’ has some enormous implications about how it’s possible for you to write your sales copy or other advertising or promotion pieces.
The giant term that the FTC is using is substantiation of representations conveyed. What this implies is that you need to be in a position to prove ( and back up ) any claims you make. Which I’ve always told you to do, but what’s changed is what they consider evidence. While Ihave always used real examples for my evidence, I ( and everybody else ) would naturally choose the best results out of the bunch to highlight. Itis a natural thing to do.
But now, no longer can you say, about a weight loss product, for example, Lose 20 pounds in 2 weeks! simply because one of your customers did. Now, any claims you make have to be representative of the average experience of the user, not the exceptional ones. And you can’t just cover your butt with a results not characteristic disclaimer, either the FTC has deemed that disclaimers didn’t adequately cut back the communication the experiences outlined are usually representative. In English, that suggests that even if you are saying that results arenot standard in details, it doesn’t change the indisputablefact that you are giving the impression in the big giant strap line that everybody could lose 20 pounds in two weeks.
Keep reading the rest about New FTC Regulations…
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Article Courtesy of:
Steve Pohlit
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About: Steve Pohlit is a CPA,MBA and has been the CFO of several major domestic and international companies. Steve is a business owner and an expert business consultant focused on building profits and net asset value. He is very experienced with Internet marketing and social media marketing. All articles published by Steve unless specifically restricted may be freely published with this resource information.
