Testimonial Marketing Errors that Can Have the FTC Knocking on Your Door
Many companies use endorsements and testimonials in their marketing. The FTC has a set of rules for endorsements and testimonial that you must abide by or you’ll be in trouble (16 CFR Part 255). Here are three errors that will cause you to get into hot water with the FTC:
Error #1: Using Family and Friends.
While the easiest place to get endorsements or testimonials are your family and friends, the FTC says you cannot use testimonial or endorsements from friends and family. To stay out of hot water obtain your testimonials from real customers who are not family or friends.
Error #2: Providing any form of compensation or material connection for an endorsement or testimonial.
Your testimonials must be provided free of any compensation or material connection. Material connection can include the promise to be on television. The FTC says that the knowledge of potentially being on TV is a material connection due to the motivation factor.
Error #3: Posting Typical Results that are Not Typical.
If you talk about the results and infer that the results are typical then you must have proof such that some other group could conduct the same research with the same results. The study must have scientific and statistical significance.
Make sure your endorsements and testimonials adhere to the FTC guidelines and you’ll never have to worry about who’s knocking on your door.
Error #1: Using Family and Friends.
While the easiest place to get endorsements or testimonials are your family and friends, the FTC says you cannot use testimonial or endorsements from friends and family. To stay out of hot water obtain your testimonials from real customers who are not family or friends.
Error #2: Providing any form of compensation or material connection for an endorsement or testimonial.
Your testimonials must be provided free of any compensation or material connection. Material connection can include the promise to be on television. The FTC says that the knowledge of potentially being on TV is a material connection due to the motivation factor.
Error #3: Posting Typical Results that are Not Typical.
If you talk about the results and infer that the results are typical then you must have proof such that some other group could conduct the same research with the same results. The study must have scientific and statistical significance.
Make sure your endorsements and testimonials adhere to the FTC guidelines and you’ll never have to worry about who’s knocking on your door.
Posted by Cal Tingey at 11/19/2011 5:09 PM 
Categories: Marketing
Tags: marketing Cal Tingey Cal Tingey FTC Federal Trade Commission 16 CFR Part 255 Endorsements Testimonials
Categories: Marketing
Tags: marketing Cal Tingey Cal Tingey FTC Federal Trade Commission 16 CFR Part 255 Endorsements Testimonials
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