Testimonials Are The #1 Focus For The FTC

When it comes to marketing, testimonials have long been a powerful tool to build trust and credibility with potential customers. However, using testimonials comes with legal responsibilities, especially when it comes to privacy and accuracy.

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In Don't Say That, the author provides critical insights into how marketers can ethically and legally use testimonials while minimizing regulatory risks.

One of the key takeaways is the importance of getting proper release and authorization from the customer before using their testimonial. It’s not enough to assume permission—having a signed document not only protects you but also aligns with federal and state privacy laws. You don’t want to end up in a situation where a customer sues you for using their likeness, which happened to one of the author’s clients.

Moreover, the book emphasizes substantiating all claims made in testimonials. If a customer claims they made $32,000 in five months, you need to back that up with concrete evidence like transaction records, closing statements, and bank documents. This is where many marketers drop the ball—believing a testimonial is enough without verifying the facts behind it.

Fictional Example of a Non-Compliant Testimonial

"I made $50,000 in just three months using this program, and it was so easy! I had no experience, but now I’m earning six figures every year. Anyone can do this with zero effort!"

* This is a fictional example provided for educational purposes only and does not reflect actual results.

But the real challenge? Typicality of results. The author explains that it’s not enough for a testimonial to be true—it also needs to reflect the experience of most customers. The Federal Trade Commission (FTC) focuses heavily on this. Highlighting only success stories creates a “net impression” that these results are common, which could be misleading if most customers don’t achieve similar outcomes.

The book provides two strategies for using testimonials ethically: focus on character and experience-based testimonials, or go the extra mile to collect data on typical results that meet FTC guidelines. This approach helps marketers stay compliant without sacrificing conversion rates.

Why This Matters for Your Business

In today’s world, compliance isn’t just about following rules—it’s about building trust with your audience. Consumers are more skeptical than ever, and a transparent, ethical approach can set your brand apart. By understanding and applying these principles, you help protect your business from legal risks and foster a more sustainable relationship with your customers. The quality of your marketing improves, as does the quality of your customer base.

If you're committed to growing your business while staying fully compliant with the law, this book is a must-read. Grab your copy through my affiliate link ???? Don't Say That. This guide will provide you with the tools and knowledge you need to help protect yourself and the business you’ve built.

You can also become a part of my free digital marketing community. Find a growing library of resources ????[here] and inside learn how to build, grow, and protect your business.

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Disclaimer: This article contains affiliate links or links to a community that contains affiliate links that I may earn a commission if you decide to purchase through any of the links provided. This review is for educational purposes only and does not constitute legal advice. Please consult your attorney.