New FTC Guidelines
The FTC released new guidelines for bloggers and Internet marketers a short time ago, which are causing a bit of a furor. For in-depth information on the potential effect of these guidelines on book or product reviewers, read this post by Edward Champion outlining his interview with Richard Cleland of the Bureau of Consumer Protection. Quite enlightening!
Also, if you use, or are considering using, testimonials, you should first read this post by Frank Kern, who summarizes his attorney’s advice regarding the use of testimonials when advertising anything you sell, or may sell, online.
It appears that the FTC thinks some of the claims we all see on many web sites and blogs are a bit over the top. Unfortunately, when the government gets involved they typically exhibit a poor understanding of the problem, and they approach the solution much like hunting mice with a cannon. Collateral damage usually outweighs any benefits that might occur.
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