FTC tells advertisers to show typical results in ads

March 27, 2009 – 9:47 pm – No Comment

Have you ever been swayed by an ad showing someone who lost 40 pounds without diet or exercise, just a pill once or twice a day? Well, it looks like those days may be coming to an end…thankfully.

The FTC has told advertisers that they must begin showing “typical results” when advertising a product.

It seems like as long as companies threw in the phrase “results not typical” then everything was fine and the commercial could go on advertising results that many of us would never receive.

These are some of the new FTC requirements:

•Consumer testimonials would have to be substantiated and ads would have to include generally expected results. Endorsers, not just advertisers, could be held liable for deceptive claims. “You’d have to say not only is it extreme, but how extreme is it,” the FTC’s Richard Cleland said.

•Celebrities who talk up a product in an interview must disclose if they are getting paid for the promotion. Celebrities who endorse products would have to disclose if they have an ownership interest.

•Expert endorsers, like doctors, must have experience in the product area they are endorsing. If they don’t, the limits of their expertise must be stated. For instance, an ophthalmologist identified only as a doctor could not be portrayed as an expert physician endorsing a hearing aid.

•Bloggers who get free products and then endorse them on their blogs would have to make it clear they got the products free.

I would love to see typical results on these commercials, I think it would be pretty funny. I’m sure there won’t be too many ads about diet pills anymore if they can’t show their pride and joy users…
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