What Bloggers Must Know to Avoid Fines

     The last time the FTC made any changes to the federal guidelines on endorsements and testimonial advertising was in 1980.  They have come out with a new set of guidelines stating that any connection between advertisers and endorsers must be disclosed.  These changes apply to comments on talk shows, blog posts, on social media, and in traditional advertisements.  Furthermore any “payment in kind” for endorsing a company’s products or services must be disclosed.

     So, you need to know that I, Cal Tingey, endorse this blog.  I also want to disclose that when I say I’m a good guy that this testimonial is being provided by me for me and that we are one and the same person.  I once took a dollar out of my wallet while writing my blog and set it by my computer.  The next day I “found” this same dollar while blogging about how good looking I am.  I just wanted to divulge this information in case the FTC thinks I’m paying myself to endorse myself.  Okay, I think I’m covered on endorsements and testimonials, now on to the next important change in the guidelines.

What Business Opportunity Tycoons Must Know to Avoid Fines

    The FTC will take a tougher line on testimonial ads that feature atypical results.  What this means is that the old rule allows for ads to post atypical results as long as the ad has a disclosure that states “results not typical.”  The revised rules require testimonial ads to state the results that can be expected from the product or service. 

     Watch the change in how infomercials present how much money you can make if you buy their product.  It used to be that these infomercial kings bounced up and down in their chairs exclaiming that you could easily make $6,000 to $12,000 per month.  Now they are showing real examples of specific deals.  For example, Charles from MO has doubled his net worth using the secrets in our program (and they show Charles standing by a stretch limo with a big old smile).  What they still don’t have to disclose is that Charles from MO bought a trailer home for $12,000 and it is worth $12,500.  The difference between what he paid for the trailer and what it is worth, $500, doubled his net worth.  They also don’t have to disclose that Charles from MO must pay $750 to have the trailer towed from the vacant lot it currently sits on to a properly zoned plot of land – effectively costing Charles more money than he made on the deal.

What Corporate Sponsored-Research Must Know to Avoid Fines

     Additionally, the FTC now requires corporate-sponsored research to be disclosed.  Fortunately for me the one research project I did sponsor didn’t provide me with any information I could successfully use in an advertisement.  The project I funded was to see if procrastination would produce better research projects.  Unfortunately I never got around to doing the research project.

     So be aware and be informed of these changes or you may be subject to fines from the FTC.