FTC Publishes Final Guides Governing Endorsements & Testimonials

Posted today on the FTC website:
http://www.ftc.gov/opa/2009/10/endortest.shtm

If you know anything about the Acai Berry or the Google Bizops going around then you will know that most of the landing pages that affiliates are creating have several testimonials included. Here are some exerpts from the new amendment to these rules. These were last updated in 1980!

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. In contrast to the 1980 version of the Guides which allowed advertisers to describe unusual results in a testimonial as long as they included a disclaimer such as results not typical ...