The U.S. Federal Trade Commission has recently adopted new guidelines regarding the usage of endorsements and testimonials in advertising. These guidelines will affect you as Associates because, in the view of the FTC, you are considered endorsers. “Advertising” is also a general term defined as “verbal statements, demonstrations, or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organization” and is not restricted to paid placements in media.
A PDF of the Revised Endorsement and Testimonial Guides is available in our downloads section here. The new language and rules are very strict. All Associates should take time to read this document and become familiar with the FTC’s new requirements.You may also wish to view several FTC videos available here, but it is not a substitute for reading the new rules.
Statements such as “results not typical” or even “these testimonials are based on the experiences of a few people and you are not likely to have similar results,” while formerly helpful, will no longer protect you or Max against possible FTC sanctions.