Small Business Boomers

I wrote about the value of testimonials last week and since then I’ve found out that testimonials – at least some of them – may soon be illegal, if the FTC has its way.

Mark Riffey at Business is Personal writes that the FTC has something in the works to regulate testimonials.  In its 86 page report (I’d like to skip reading that thing), the FTC said it wants to stop the kind of testimonials that “do not describe typical consumer experiences.”  If you can’t get a testimonial from a “typical consumer,” the proposed regulations state, you must disclose “the results consumers can generally expect to achieve from the advertised product or program.”

if this proposed regulation passes, gone will be the days when you can get a testimonial from someone without some kind of disclaimer.  Well, we have disclosures on tobacco, alcohol, and lots of other stuff.  I guess testimonials can be damaging to your health, so don’t be surprised to see disclaimers on testimonials:

“I’m not a customer, I just play one on TV.”

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