The U.S. Federal Trade Commission (FTC) is changing the game when it comes to testimonials about your business.
“On the issue of consumer endorsements, the proposed revisions state that testimonials that do not describe typical consumer experiences should be accompanied by clear and conspicuous disclosure of the results consumers can generally expect to achieve from the advertised product or program.”
If these guidelines go into effect, using a testimonial about product results (earn $XXX or lose XX pounds) and then including a disclaimer that results are atypical isn’t going to cut it with the FTC. That’s likely to land you in hot water with a deceptive trade practice complaint.
