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December 1st, 2009, the FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising
Yesterday, December 1st, 2009, the FTC Guides Concerning the Use of Endorsements and Testimonials in Advertising went into effect. We’d like to inform you regarding how this may affect your business.
The Guides Concerning the Use of Endorsements and Testimonials in Advertising (the “Guides”) focus specifically on online marketing. The Guides address all “endorsements” i.e., advertising messages which may be understood as the opinion of someone other than the sponsoring advertiser, from the perspective of consumers. All messages of this type, regardless of whether they originate from consumers, celebrities, groups or organizations, are all classified as endorsements.
The Guides state that:
Endorsements must reflect the honest opinions and true experience of the endorser. If paid actors are used, this fact must be disclosed.
Endorsements may not contain any representations which would be deceptive, or could not be substantiated, if made directly by the advertiser.
Endorsements must be representative of what consumers can reasonably expect to achieve. Any claim made by the endorser must reflect the opinion or experience of a significant proportion of consumers. Disclaimers like “results not typical” are no longer sufficient.
All material connections between the advertiser and the endorser (including research or medical organizations) that consumers would not expect must be disclosed, including free products or monetary compensation.
The Guides will likely lead to increased enforcement by the FTC and the state Attorneys General. The full text of the Guides may be found here:
http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf
We hope that you have found this update helpful.
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He admitted without hesitation that he's gotten over $87 million in pay-per-click advertising over the last nearly 8 years at such search engines as Google, Overture, MSN, Yahoo and others, and resulting in his having amassed a $300 million fortune!
In the past 2 years alone he's netted over $166 million as a result of what he calls a very simple "oversight" promoters online have altogether missed.
So valuable this "oversight" has proven that he's finally decided to share it with the rest of us.
And his timing couldn't be better!...
- Since going public Google's ads haven't become any cheaper!
- Other paid-for search engine advertising at large is rising faster than inflation can keep up!
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But with rising costs this is getting much, much harder, and has literally seen the demise of many, many affiliate businesses go completely under.
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