The Federal Trade Commission FTC Has Made Major Changes To Internet Marketing
If You Are An Internet or Affiliate Marketer Pay Close Attention To This!
If you have not read the full report on the new regulations yet, it’s advised that you do so here:
So basically, what the new guidelines is saying is that, any results that are used on your site, that’s based on a testimonial, For Example:(I personally used Product A and got this result), must now be accompanied by a disclaimer on the website that states the “results are not typical.” Typical results while using the product must now be shared, as well as the qualification of the testimonial itself must be given as well.
What needs to be understood is what the FTC now defines as a ‘Testimonial’ or ‘Endorsement’.
The FTC’s Guidelines On Endorsements
The guide also states itself clearly on false misleading endorsements. Which they deem is a big problem in the Internet Marketing industry. While this may not be nothing that new, it’s something that you need to be aware of.
The following example explains the guidelines:
The advertiser in this case is subject to liability for misleading or unsubstantiated claims.
The FTC’s Guidelines On Testimonials
Therefore, an advertiser should possess and rely upon adequate substantiation for this representation. If the advertiser does not have substantiation that the endorser’s experience is representative of what consumers will generally achieve, the advertisement should clearly and conspicuously disclose the generally expected performance in the depicted circumstances, and the advertiser must possess and rely on adequate substantiation for that representation.
So now, if you as either a marketer or a consumer of a product gives an endorsement or testimonial of the product, you must also now show all scientific evidence as well, that backs up that claim.
Working The Two Major Changes
So you as an affiliate marketer cannot just mask or cloak affiliate links and not bother telling your website visitor that you get paid for it. If the visitor clicks on the link, and buy the affiliate product, you must now disclose it on your website.
The second guideline, testimonials’ is probably more important. This will also completely alter internet marketing as online marketers know it. You can no longer use testimonials along with the old “results are not typical” disclaimer. Marketers are now required to state what the results are… of what the end buyer will actually achieve!
In a lot of markets, this will be almost nearly impossible to state. Online companies will now have to get around this new guideline. The best advice would probably be to remove all testimonials from your site altogether. If you happen to be selling info-products for example, you will still be able to sell your product without providing testimonials.
Are these latest FTC changes important?