This is a hot topic these days for network marketers using the internet to advertise.  These new FTC guidelines must be heeded.

I’ve blogged about this previously and wanted to pass on the FTC’s final guidelines for how we publish testimonial advertisements in our blogs and articles.

1.  Consumer Testimonials

When using a consumer’s testimonial, and they have had unusually successful results, you MUST make a statement that “clearly discloses the results that consumers can generally expect.”

In the past, you were allowed to include a generic disclaimer “results not typical”.

If I say that I lost 50 pounds in one month eating my company’s Diet Crunchies, and this result is not typical, I would have to state: “usual weight loss experienced is 10 pounds a month.”

2.  Material Connections

When an endorser (you, the blogger) receives a payment or free products in exchange for the blogger’s review of the product, that fact has to be disclosed.

In the past, you didn’t have to say a thing.

If I do a comparison review of face creams, like Oil of Solay, Super Value Face Paste, and the Most Incredible Facial Cream Ever, and I received $100 from the Most Incredible company, I have to tell my readers. 

“I love the Most Incredible Cream.  All of my wrinkles disappeared, my sagging chin lifted, and my skin is as soft as a baby’s butt.”  Oh, and the company paid me $100 to use and review this product.

3.  Celebrity Endorsements

Celebrities and advertisers can be made liable for false or unsubstantiated claims or for failure to disclose material connections.

In particular, a celebrity has to make their relationship with an advertiser clear while making and endorsement  when on talk shows or social media.

Most home-business bloggers and network marketers will not have an opportunity to use a celebrity endorsement.

On the FTC site, it is explained that these are Guidelines and are interpretations of the law, not the actual Federal Trade Commission Act.

If you’d like to read a 12 page PDF document, Revised Endorsement and Testimonial Guides, you’ll find specific examples that help explain what is an endorsement and what isn’t.

It is important to keep in mind that the Federal Trade Commission Act and these Guidelines exist to protect consumers from the deceptive use of testimonials or endorsements.

Remember, if you are blogging about the products you sell from your Network Marketing company, you must be truthful. 

You also must never, ever

• make claims that your products can heal a disease or disorder, or
• attempt to diagnose someone’s problem or prescribe any products.

Your only objective is to introduce your products, give your own testimony or that of your customers, and invite people to try your product to see if they like it.

Always be truthful and honest.  Run your business with integrity and you will always be operating within the law.

I Believe in Your Potential for Success!
Karen
mentor.karen.j.miller@gmail.com