I hope it means NO CHANGE at all for you because you have been transparent and ethical in how you advertise your products and your dealings with advertisers. Here’s a quick run down of that they said (and as usual this is not legal advice, get a lawyer for that professional help).

1. Results one can generally expect.

No more of those “I made a milion dollars” unless that is what most people do make from the product. The safe harbour of being able to fine print “results are not typical” have been removed. If you are selling products to Americans your testimonials must be true for the general majority.

I really welcome this one because it brings some sanity back to an industry drunk on its own shady truth.

2. Celebrities are also liable

So you paid a big name person to endorse your product. Your product does not do what it says. That celebrity is now also liable for whatever they promote. Watch a drop off in endorsements of the crappy and welcome celebrity endorsements of products they have truly tried, tested and are confident of.

This brings endorsement back to a trusted source of information, rather than a “pinch of salt” statement.

3. Declare Your Connection

Anyone with any integrity should be doing this anyway, cash-for-comment must be declared. Know the owner of the product personally? Declare it. Getting a free item to review the product? Declare it.

For the full FTC press release go here