Truth in Advertising – New FTC Guides
The new FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising are now in effect. There’s been a lot of hype going on about it, but really it’s just truth in advertising.
Endorsements must be honest, with true experiences related by the endorser. They must also be representative “of what consumers can reasonably expect to achieve.” I love it that advertisers can no longer use the disclaimer “results not typical” – like when the 350 pound woman loses 200 pounds in 3 months. Really?
The guideline that is causing all the online hoopla is the one that requires material connections, including free products or monetary compensation, must be disclosed. This is going to affect blog reviews of products and web sites, make-money-fast-online testimonials, and acai berry weight loss claims (see 350 lb woman above).
To help you make sure you’re in compliance, here is the exact wording:
- Endorsements must reflect the honest opinions and true experience of the endorser. If paid actors are used, this fact must be disclosed.
- Endorsements may not contain any representations which would be deceptive, or could not be substantiated, if made directly by the advertiser.
- Endorsements must be representative of what consumers can reasonably expect to achieve. Any claim made by the endorser must reflect the opinion or experience of a significant proportion of consumers. Disclaimers like “results not typical” are no longer sufficient.
- All material connections between the advertiser and the endorser (including research or medical organizations) that consumers would not expect must be disclosed, including free products or monetary compensation.
Tags: advertising, blog reviews, SEO
With the kind of sneaky ads that were going on the blogsphere, I guess this one was unavoidable.
Ahmad Barirani´s last blog ..An Inquiry Into The Mind of a Follower’s Follower
I agree!
It is quite amazing what some of these major companies can get away with when it comes to advertising. Ads like this are such bs. I have never seen the picture of a burger or sandwich truely represent what you really get after giving them your $7 for that gonzo size value (supposedly) meal.
I agree, except for In and Out Burger. I do love their burgers, and they look good too!
what a great post you’ve done.many for you Diva..
I have never seen the picture of a burger or sandwich truly represent what you really get.
These are good changes – I hate that “results not typical” message in fine print. But the real question is, how and to what extent will these rules actually going to be enforced? Is the FTC going to have people visiting websites and checking if their ads are in compliance?
Hi Diva,
Thanks for breaking the rules down simply. One argument that I’ve heard is that the changes in the law really shouldn’t affect bloggers that have been “doing it right” from the start. Most of the ruling seems to be common sense, but those with questionable ethics are now forced to disclose the nature of a pre-existing relationship.
i am going to be very hungry after watching this ……..lolz
The example in the picture is the truth in Advertising. We expect to get the value in what they advertise and not to fool us consumers.
Tess@mysobe´s last blog ..Art Basel 2009 – Miami Beach
This will help a lot of consumers and marketers.
Marketers will make this work for them and consumers will make somewhat better buying decisions.
Got some valuable details from this post.The guides were really useful.Have read them carefully and have bookmarked the page too.Thanks.
Most of the ruling seems to be common sense, but those with questionable ethics are now forced to disclose the nature of a pre-existing relationship.
Just seems to be new words for ‘honest representation and full disclosure.’ If one doesn’t overstate value or misrepresent another’s opinion, he should be within the guidelines. This all needs to be restated from time to time!
Thanks!
MAS
MAS – It does – to keep everyone honest!
I stopped believing adds many years ago. I only wonder whether there are people who still believe everything they see on TV? Where is their common sense?
That kind of sucks, I laugh most at the advertisements and that sell your hard on their product and then tell you those results are very unlikely to happen. Pure comedy gold I tell you.
I simply don’t understand why the FTC has to stick its nose where it does not belong. Has anyone watched TV lately? What about the ads that scroll or speak disclaimers at the speed of light? What about Smiling Bob? Does his participation and smile represent what consumers can receive from the appendage product?
Since government does not want to regulate the big companies, they will lean on the small companies that don’t have the resources to defend against a complaint or lawsuit. This is sad if you ask me.
William, I totally understand where you’re coming from, but I am glad to see some truth in advertising on the Internet. I hope it doesn’t come down to the little guy being trampled on once again!
I’m with Raleigh – How could they possibly enforce these rules?
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I suppose the gives search engines the option to drop the rankings of sites that have dubious claims – Google doesn’t hesitate to do whatever they want.
i don’t agree with you william actually i think the small company will pay more than the bigger one as they don’t represent a very big and important deal for the government unless they have business down the table
hdftube´s last blog ..اهداف وملخص مباراة إشبيلية و خيتافي
I couldn’t imagine that advertizing reality looks so pitifully:(
Where have you seen true advertisements? All the ads contain a piece of exaggeration in them, I’m convinced.
exaggerating a product is a part of advertisements, it’s up to you to be fooled. anyone believes that there’s a burger that looks like that were simply owned! worst adverts are those from shampoos – that one is simply telling a lot of lies than burger ads!
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I was also happy when I first saw this regulation, ofcourse it’ll make every blogger a bit uncomfortable while writing a review because not everyone are used to it but it’ll certainly help all the consumers because I know there are many honest bloggers who write reviews after having tested the product but there are also many who are there to make money even if they know that the product is not good.
And effectively, it’ll restore the trust between a website and the consumer again.
This is good because it’s not right to mislead people about a product even if a product is great.
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