New Federal Trade Commission guidelines regarding the use of customer testimonials and endorsements in advertising will start tomorrow (December 1, 2009).
No longer will a mere statement like "results not typical" be acceptable in communicating to consumers that some endorsements may not reflect typical results for most users or customers. With the new rules, the advertiser will have to clearly describe what results should reasonably be expected by the average purchaser.
There are other changes in the guidelines, too, for bloggers and celebrity endorsers.
You can read a press release from the FTC about the new guidelines here, and you can download an 81 page pdf with even more detail here.
If you like this post (or don't) please click on "comments" below and share your comment. Skip Anderson is the Founder and President of Selling to Consumers Sales Training. He works with companies and individuals who sell to consumers in B2C, retail, in-home selling, in the financial, real estate, and insurance markets, and other consumer-selling industries.
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