We were taking a look at the new FTC guidelines governing endorsements and testimonials when we noticed something interesting. Advertisers will no longer be able to get away with showing only amazing results from consumer testimonials and presenting them as typical. Under the old rule, they could exclusively show spectacular results if they added the phrase “results not typical.” This is no longer the case, according to the FTC. Now, if they use such testimonials, they will also have to disclose the results that consumers can reasonably expect.
