On December 1, 2009 the FTC (Federal Trade Commission) will implement the new guidelines on endorsements and testimonials. On that day, the world of marketing will change. Even 100% TRUTHFUL testimonials and endorsements could result in a Federal case against you for DECEPTIVE advertising.

For example, I review social media and marketing books whose content I feel will be of value to my clients, so the section on disclosures immediately caught my interest. Periodically, I’m provided with a complimentary copy and I always include that the book was “a freebee”. However, in order to ensure the article’s content is compliant, per the FTC Toolkit I’ll need to retrofit the following disclosure statements within my text...

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