What you don’t know about the new FTC rules

First, you don’t need to panic about those new rules, unless you have no ethics and you are dishonest.

I read, of course, the new FTC rules and I read a lot of blog posts and many comments. There is a consensus. Many people go crazy over these rules in US.

I think those rules simply want to bring more transparency and ethics in marketing in US.

It is a good thing. I have several examples.

Let’s say a car reviewer:

He rent or buy a car and then review it. Chances are he will give an honest review of the product because he is a real user.

Now the same car reviewer receives a free car and the company sends him to an exotic destination to test the car. Of course, the car company pays everything.

Do you think the car reviewer’s opinion about the car will change? I think yes because when they gives you a free gift you like more the giver and you expect more from the giver in the future.

As a consumer, with a proper disclose, about this wonderful trip, you can put the review and the opinion in a better perspective.

Bottom line: disclose any conflict of interest.

Now, there is another issue about those new rules. This issue is coming from directly because of those weight loss programs or gets rich quick schemes for example.

The vendor will bring a testimonial I lose 30 lbs in 1 week. It may be true but not everyone will reach that result. Must of the time, the vendor writes results may vary.

As a consumer, the main question is what the realistic result is. In the new rules you can not pop up one hit wonder as a testimonial. If you put a number up, you must be able to back it up with scientific proof.

If you cannot bring scientific proof do not bring numbers or facts up.

I’m not a lawyer but if you stay transparent, honest and keep it ethic, you should be safe.

I highly suggest you continue your reflection about this new rule by reading those posts:

Scott Jangro’s post 1

Jeremy Shoemaker’s post

Scott Jangro’s post 2

Frank Kern’s post

Before I forget, it is far better to consult a FTC lawyer.

Don’t panic and be transparent and ethic.