Comments on: Special Report: FTC Revises Its Guidelines On Advertising Endorsements and Testimonials – How Does This Affect Internet Marketers?

By: Anna Johnson

Anna Johnson — Tue, 13 Oct 2009 09:10:09 +0000

Hi John!

Yes, it appears the FTC will be cracking down on those who give testimonials appearing to be objective but who are actually receiving some kind of incentive or remuneration for doing so. People who give such testimonials will need to disclose such arrangements, including in testimonials, on blogs, in forums, in emails, and elsewhere.

On the other hand, if it’s a loose/informal kind of ‘you do me a favour, and I may do you a favour in the future’ arrangement it *probably* won’t be captured by the FTC’s new policy. If so, I tend to agree, since there is no definite reward for providing the testimonial.

By: John Harmer

John Harmer — Tue, 13 Oct 2009 02:23:28 +0000

If I understand the changes correctly, one of the intended targets of the changes are the quid pro quo testimonials and endorsements that appear on virtually all new Internet based product launches. Where Guru X endorses a new product being launched by Guru A. Or vice versa. It’s a new product, one never seen before. Yet Guru X knows all about it. Has used it for just ages.Hmmm? Even a newbie knows that Guru X provides the testimonial on the basis that not only will Guru A return the favour in the future but Guru A will allow Guru X to promote the newly launched product to his customers for a substantial share of the sales proceeds.

If the new guidelines stop all of that nonsense, then I am in favour of them. It will level the playing field considerably