If you’re creating any customer testimonials, you need to know about this

Talk about something that totally blindsides you – the FTC has apparently decided to start policing customer testimonials and the like. Here’s a snippet from the FTC website.

Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect

I guess Subway’s Jared will have to tell us that $5.00 foot long subs won’t melt the pounds off most overweight folks without a lot of additional deprivation, while Emmit Smith will have to tell us that most Just For Men users don’t end up with cheerleaders on each hip.

From where I sit as a consumer, I see a lot of benefit in this – too many advertisements tout benefits most consumers will never realize. Can’t wait to see BowFlex commercials after the December 1 effective date, or health club advertisements on New Year’s Resolution Day.

As a product marketer, the rules add a layer of legal scrutiny to a powerful marketing weapon, the customer testimonial. My quick scan of the rules make them appear relatively straightforward, but I’ll definitely study them harder before I produce a testimonial myself.

Here are some additional links worth checking out.

Response Magazine:
ClickNewZ
Dave Saunders blog:

About Jan Ozer

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I help companies train new technical hires in streaming media-related positions; I also help companies optimize their codec selections and encoding stacks and evaluate new encoders and codecs. I am a contributing editor to Streaming Media Magazine, writing about codecs and encoding tools. I have written multiple authoritative books on video encoding, including Video Encoding by the Numbers: Eliminate the Guesswork from your Streaming Video (https://amzn.to/3kV6R1j) and Learn to Produce Video with FFmpeg: In Thirty Minutes or Less (https://amzn.to/3ZJih7e). I have multiple courses relating to streaming media production, all available at https://bit.ly/slc_courses. I currently work as www.netint.com as a Senior Director in Marketing.

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