The FTC’s new guides on testimonials and endorsements take effect on December 1, 2009.
Direct from MarketingSherpa's Web site: "The Federal Trade Commission this month released an updated version of its Guides Concerning the Use of Endorsements and Testimonials in advertising. Marketers who use testimonials or social media should read them closely with their attorneys.
The Guides become effective Dec. 1, and while they are not laws, they explain how to avoid an investigation by the FTC for deceptive advertising.
"There is never going to be something like this that is perfect. I can almost guarantee you that [the Guides] will continue to evolve," says Paul Rand, President-Elect, Word of Mouth Marketing Association."
6 key areas they warn against:
1. Overall impression
2. Typical results in testimonials
3. Disclosure policies
4. Blogger relations
5. Celebrity endorsements
6. Expert testimonials
MarketingSherpa takes it one step further and actually lists 3 ways marketers can best avoid issues with the new FTC guidelines. Read the entire MarketingSherpa article.
Related link you might find helpful:
FTC: Guides Concerning the Use of Endorsements and Testimonials in Advertising
http://www.ftc.gov/os/2009/10/091005endorsementguidesfn
otice.pdf
