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.
results not typical
FTC To Require Advertisers Using Testimonials To Show Typical Results
By 3.22.09
Subway spokesman and occasional thin guy Jared Fogle may soon be out of work thanks to a new FTC rule banning commercial testimonials that warn “results not typical” or “individual results may vary.” Under the new rule, marketers using, say, body builders to advertise weight loss pills are also going to have to show an average lardass whose results might be more typical. You can guess how advertisers are reacting to the change…
