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	<title>Comments on: The New FTC Guidelines on Endorsements by Bloggers</title>
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	<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/</link>
	<description>Digital Media Diatribes and More</description>
	<lastBuildDate>Tue, 09 Mar 2010 16:12:04 -0500</lastBuildDate>
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		<title>By: whitneyhoffman</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-969</link>
		<dc:creator>whitneyhoffman</dc:creator>
		<pubDate>Sat, 02 Jan 2010 17:52:31 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-969</guid>
		<description>NO problem- let me know if I can help- sometimes it can be confusing, but if you err on the side of caution, everything should be fine :)</description>
		<content:encoded><![CDATA[<p>NO problem- let me know if I can help- sometimes it can be confusing, but if you err on the side of caution, everything should be fine <img src='http://www.whitneyhoffman.com/wp-includes/images/smilies/icon_smile.gif' alt=':)' class='wp-smiley' /> </p>
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		<title>By: Rosalinda Vargas</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-968</link>
		<dc:creator>Rosalinda Vargas</dc:creator>
		<pubDate>Sat, 02 Jan 2010 17:39:21 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-968</guid>
		<description>Thank you.</description>
		<content:encoded><![CDATA[<p>Thank you.</p>
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		<title>By: tonybuy</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-953</link>
		<dc:creator>tonybuy</dc:creator>
		<pubDate>Sun, 20 Dec 2009 10:17:30 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-953</guid>
		<description>I Found a Good Link Exchange Website that only 1 USD you can add 1 home page and 5 deeplinks with different title.&lt;br&gt;and Paypal acceptable instant online.1 USD Bid Link,Business Directory,Bid Directory,Deep Link Bid Directory.&lt;br&gt;&lt;br&gt;&lt;a href=&quot;http://www.1usdbidlink.net&quot; rel=&quot;nofollow&quot;&gt;http://www.1usdbidlink.net&lt;/a&gt;&lt;br&gt;&lt;a href=&quot;http://www.1usdbidlink.com/&quot; rel=&quot;nofollow&quot;&gt;http://www.1usdbidlink.com/&lt;/a&gt;&lt;br&gt;&lt;br&gt;also &lt;a href=&quot;http://www.media-packs.com&quot; rel=&quot;nofollow&quot;&gt;www.media-packs.com&lt;/a&gt; is a good link exchange source,if you want to link exchange pls consider this site PR3 and  24hours link exchange promiss.</description>
		<content:encoded><![CDATA[<p>I Found a Good Link Exchange Website that only 1 USD you can add 1 home page and 5 deeplinks with different title.<br />and Paypal acceptable instant online.1 USD Bid Link,Business Directory,Bid Directory,Deep Link Bid Directory.</p>
<p><a href="http://www.1usdbidlink.net" rel="nofollow">http://www.1usdbidlink.net</a><br /><a href="http://www.1usdbidlink.com/" rel="nofollow">http://www.1usdbidlink.com/</a></p>
<p>also <a href="http://www.media-packs.com" rel="nofollow">http://www.media-packs.com</a> is a good link exchange source,if you want to link exchange pls consider this site PR3 and  24hours link exchange promiss.</p>
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		<title>By: Web 2.0 Expo &#8211; Day 3 &#124; Down Home Country Coding With Scott Selikoff and Jeanne Boyarsky</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-905</link>
		<dc:creator>Web 2.0 Expo &#8211; Day 3 &#124; Down Home Country Coding With Scott Selikoff and Jeanne Boyarsky</dc:creator>
		<pubDate>Sat, 21 Nov 2009 00:38:28 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-905</guid>
		<description>[...] speaker/moderator has an excellent blog post on the topic.  She also showed a nice graphic showing when the new [...]</description>
		<content:encoded><![CDATA[<p>[...] speaker/moderator has an excellent blog post on the topic.  She also showed a nice graphic showing when the new [...]</p>
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		<title>By: Canadian Podcast Buffet &#187; 148: Rick and Dude in a pub</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-840</link>
		<dc:creator>Canadian Podcast Buffet &#187; 148: Rick and Dude in a pub</dc:creator>
		<pubDate>Mon, 26 Oct 2009 10:49:44 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-840</guid>
		<description>[...] Full disclosure and the FTC (read Whitney Hoffman&#8217;s post) [...]</description>
		<content:encoded><![CDATA[<p>[...] Full disclosure and the FTC (read Whitney Hoffman&#8217;s post) [...]</p>
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		<title>By: Encuentro de la Blogosfera dentro de BlogWorldExpo &#124; SinapsysMx.Net</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-839</link>
		<dc:creator>Encuentro de la Blogosfera dentro de BlogWorldExpo &#124; SinapsysMx.Net</dc:creator>
		<pubDate>Mon, 26 Oct 2009 00:00:39 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-839</guid>
		<description>[...] El tema legal sobre el contenido es algo que no me había pasado por la mente, ya que la FTC aprobó una ley que define la relación de una persona que promueve o prueba productos/servicios y publica esta información, en nuestro caso es un blog. Espero tocar a fondo este tema con otro post. Pero si quieren mas información hay un post interesante de Whitney Hoffman. [...]</description>
		<content:encoded><![CDATA[<p>[...] El tema legal sobre el contenido es algo que no me había pasado por la mente, ya que la FTC aprobó una ley que define la relación de una persona que promueve o prueba productos/servicios y publica esta información, en nuestro caso es un blog. Espero tocar a fondo este tema con otro post. Pero si quieren mas información hay un post interesante de Whitney Hoffman. [...]</p>
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		<title>By: Encuentro de la Blogosfera dentro de BlogWorldExpo &#124; GrupoHidalgo.com</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-838</link>
		<dc:creator>Encuentro de la Blogosfera dentro de BlogWorldExpo &#124; GrupoHidalgo.com</dc:creator>
		<pubDate>Sun, 25 Oct 2009 23:59:04 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-838</guid>
		<description>[...] El tema legal sobre el contenido es algo que no me había pasado por la mente, ya que la FTC aprobó una ley que define la relación de una persona que promueve o prueba productos/servicios y publica esta información, en nuestro caso es un blog. Espero tocar a fondo este tema con otro post. Pero si quieren mas información hay un post interesante de Whitney Hoffman. [...]</description>
		<content:encoded><![CDATA[<p>[...] El tema legal sobre el contenido es algo que no me había pasado por la mente, ya que la FTC aprobó una ley que define la relación de una persona que promueve o prueba productos/servicios y publica esta información, en nuestro caso es un blog. Espero tocar a fondo este tema con otro post. Pero si quieren mas información hay un post interesante de Whitney Hoffman. [...]</p>
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		<title>By: David R</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-834</link>
		<dc:creator>David R</dc:creator>
		<pubDate>Fri, 23 Oct 2009 18:38:29 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-834</guid>
		<description>Thanks Whitney.  I had read thru the guidelines, but sometimes it just takes another perspective to give you that &quot;ah-ha!&quot;.

Of course, I just found out that one of my clients has been driving traffic to their site by offering a chance to get prizes (via a free drawing) if they go to the site and post a comment or testimonial about a business or article.

Not everyone who posts a comment gets a prize (since its a drawing) but it still poses a problem in that the person who DOES win DID get compensation.

Sigh... thanks again for the perspective!</description>
		<content:encoded><![CDATA[<p>Thanks Whitney.  I had read thru the guidelines, but sometimes it just takes another perspective to give you that &#8220;ah-ha!&#8221;.</p>
<p>Of course, I just found out that one of my clients has been driving traffic to their site by offering a chance to get prizes (via a free drawing) if they go to the site and post a comment or testimonial about a business or article.</p>
<p>Not everyone who posts a comment gets a prize (since its a drawing) but it still poses a problem in that the person who DOES win DID get compensation.</p>
<p>Sigh&#8230; thanks again for the perspective!</p>
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		<title>By: Whitney</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-833</link>
		<dc:creator>Whitney</dc:creator>
		<pubDate>Fri, 23 Oct 2009 18:20:38 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-833</guid>
		<description>Hi David!

I would encourage you to read the guidelines themselves, http://www.ftc.gov/os/fedreg/2009/index.shtm, especially Section 255.2 regarding endorsements and examples.  I pasted it below for you, but the examples given in the Guidelines will help you better understand different scenarios.  You can certainly use endorsements, but they have to be real, by people actually using the product of service, and represent typical, not atypical results.  So I might consider placing a page on a site that says &quot;Hear from our customers&quot; and note underneath- &quot;These are unpaid, unsolicited letters, comments etc. from our customers- If you&#039;ve used our product, let us hear from you and we&#039;ll post your comment here!&quot;  That both groups the comments together as all unsolicited, and invites future comments as well- a win-win.
I think the goal of the FTC is to corral hyperbolic and inflated claims, and make sure consumers understand what typical versus atypical results are (think diet commercials...) and again, all of this goes into play on 12/1/09.  If you are using a testimonial page, I would add language to that just as a matter of course.  
The examples the FTC gives are pretty straight forward and should provide you with the guidance you need based on your individual case and facts.  The law is pesky in that the full set of facts needs to be looked at, in context, to determine what complies and what may not.
I hope that helps- let me know if I confused rather than clarified this for you.
 

&lt;strong&gt;§ 255.2 Consumer endorsements&lt;/strong&gt;. (a) An advertisement employing endorsements by one or more consumers about the performance of an advertised product or service will be interpreted as representing that the product or service is effective for the purpose depicted in the advertisement. Therefore, the advertiser must possess and rely upon adequate substantiation, including, &lt;strong&gt;&lt;em&gt;when appropriate, competent and reliable scientific evidence&lt;/strong&gt;&lt;/em&gt;, to support such claims made through endorsements in the same manner the advertiser would be required to do if it i.e., without using endorsements.&lt;strong&gt;&lt;em&gt;Consumer endorsements themselves are not competent and reliable scientific evidence.&lt;/strong&gt;&lt;/em&gt;
(b) An advertisement containing an endorsement relating the experience of one or more consumers on a central or key attribute of the product or service also will likely be interpreted as representing that the endorser’s experience is representative of what consumers will generally achieve with the advertised product or service in actual, albeit variable, conditions of use.
Therefore, an advertiser should possess and rely upon adequate substantiation for this representation. &lt;strong&gt;&lt;em&gt;If the advertiser does not have substantiation that the endorser’s experience is representative of what consumers will generally achieve, the advertisement should clearly and conspicuously disclose the generally expected performance in the depicted circumstances, &lt;/strong&gt;&lt;/em&gt;and the advertiser must possess and rely on adequate substantiation for that representation.
 (c) Advertisements presenting endorsements by what are represented, directly or by implication, to be ‘‘actual consumers’’ should utilize actual consumers in both the audio and video, or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.</description>
		<content:encoded><![CDATA[<p>Hi David!</p>
<p>I would encourage you to read the guidelines themselves, <a href="http://www.ftc.gov/os/fedreg/2009/index.shtm" rel="nofollow">http://www.ftc.gov/os/fedreg/2009/index.shtm</a>, especially Section 255.2 regarding endorsements and examples.  I pasted it below for you, but the examples given in the Guidelines will help you better understand different scenarios.  You can certainly use endorsements, but they have to be real, by people actually using the product of service, and represent typical, not atypical results.  So I might consider placing a page on a site that says &#8220;Hear from our customers&#8221; and note underneath- &#8220;These are unpaid, unsolicited letters, comments etc. from our customers- If you&#8217;ve used our product, let us hear from you and we&#8217;ll post your comment here!&#8221;  That both groups the comments together as all unsolicited, and invites future comments as well- a win-win.<br />
I think the goal of the FTC is to corral hyperbolic and inflated claims, and make sure consumers understand what typical versus atypical results are (think diet commercials&#8230;) and again, all of this goes into play on 12/1/09.  If you are using a testimonial page, I would add language to that just as a matter of course.<br />
The examples the FTC gives are pretty straight forward and should provide you with the guidance you need based on your individual case and facts.  The law is pesky in that the full set of facts needs to be looked at, in context, to determine what complies and what may not.<br />
I hope that helps- let me know if I confused rather than clarified this for you.</p>
<p><strong>§ 255.2 Consumer endorsements</strong>. (a) An advertisement employing endorsements by one or more consumers about the performance of an advertised product or service will be interpreted as representing that the product or service is effective for the purpose depicted in the advertisement. Therefore, the advertiser must possess and rely upon adequate substantiation, including, <strong><em>when appropriate, competent and reliable scientific evidence</em></strong>, to support such claims made through endorsements in the same manner the advertiser would be required to do if it i.e., without using endorsements.<strong><em>Consumer endorsements themselves are not competent and reliable scientific evidence.</em></strong><br />
(b) An advertisement containing an endorsement relating the experience of one or more consumers on a central or key attribute of the product or service also will likely be interpreted as representing that the endorser’s experience is representative of what consumers will generally achieve with the advertised product or service in actual, albeit variable, conditions of use.<br />
Therefore, an advertiser should possess and rely upon adequate substantiation for this representation. <strong><em>If the advertiser does not have substantiation that the endorser’s experience is representative of what consumers will generally achieve, the advertisement should clearly and conspicuously disclose the generally expected performance in the depicted circumstances, </em></strong>and the advertiser must possess and rely on adequate substantiation for that representation.<br />
 (c) Advertisements presenting endorsements by what are represented, directly or by implication, to be ‘‘actual consumers’’ should utilize actual consumers in both the audio and video, or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.</p>
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		<title>By: David R</title>
		<link>http://www.whitneyhoffman.com/2009/10/06/the-new-ftc-guidelines-on-endorsements-by-bloggers/comment-page-1/#comment-832</link>
		<dc:creator>David R</dc:creator>
		<pubDate>Fri, 23 Oct 2009 17:48:32 +0000</pubDate>
		<guid isPermaLink="false">http://www.whitneyhoffman.com/?p=790#comment-832</guid>
		<description>Whitney,
What would need to be done for my clients who use testimonials on their websites (of past or current clients) on a &quot;testimonials&quot; or &quot;case studies&quot; page or even on a sidebar?
I know most of my clients (and even myself) will just ask their clients for their feedback and then post some or all of their comments on their site.  I&#039;ve even had someone send me an email (unsolicited) that included their praise and comments that I&#039;ve taken and posted on my site (my clients have had this as well).  Would we just need to &quot;footnote&quot; that these comments were either unsolicited or were requested for purposes of promoting products/services but that the commentors received no compensation, products, etc?
Thanks.</description>
		<content:encoded><![CDATA[<p>Whitney,<br />
What would need to be done for my clients who use testimonials on their websites (of past or current clients) on a &#8220;testimonials&#8221; or &#8220;case studies&#8221; page or even on a sidebar?<br />
I know most of my clients (and even myself) will just ask their clients for their feedback and then post some or all of their comments on their site.  I&#8217;ve even had someone send me an email (unsolicited) that included their praise and comments that I&#8217;ve taken and posted on my site (my clients have had this as well).  Would we just need to &#8220;footnote&#8221; that these comments were either unsolicited or were requested for purposes of promoting products/services but that the commentors received no compensation, products, etc?<br />
Thanks.</p>
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