The FTC has come out with new guidelines that can effect how all marketers use endorsements and testimonials. Simply adding the disclaimer “Results not typical” will no longer save your butt.
You can go directly to the FTC and read the October 5th release notice for yourself. Personally, that page was a bit dry for me and it gave me a headache.
I got what I needed to know from Frank Kern’s Mass Control blog. He breaks it down into plain English that even I can understand. He even made it entertaining!
Read the blog entry from Frank Kern on the FTC guidelines on use of endorsements and testimonials.
