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047: Marketing & the FTC
For the last few episodes, I’ve talked a lot about marketing and complying with the Federal Trade Commission for the legal side of your business. Primarily, I’ve looked at testimonials and advertising claims. Today, I want to look at the FTC more broadly and why it matters for your marketing.
In this episode, I do a quick review of what the FTC is and discuss FTC compliance in your marketing within a handful of areas you need to consider. You’ll hear about rules you should follow for health claims, expert endorsements, comparative advertising, disclosures, and more. This episode was created with online business owners in mind and covers the areas that are typically most important in your marketing.
Please subscribe if you haven’t already. And if you like the show, I’d love it if you’d give it a review wherever you listen to podcasts!
In this episode:
[02:32] - Danielle provides a quick overview of the Federal Trade Commission.
[03:31] - What are the most important things you need to know about using testimonials in compliance with the FTC?
[04:31] - Danielle goes over the main criteria for evaluating your advertising claims.
[06:01] - The rules about testimonials also apply to expert endorsements. But here are additional things you need to know.
[07:25] - Be careful making claims in the health and wellness industry. The FTC heavily scrutinizes this market.
[08:18] - What’s the golden rule for health claims and how do you evaluate them in your marketing?
[09:15] - What if you can’t prove your claims are typical of results? Here’s what NOT to do.
[10:11] - Danielle discusses puffery. Besides sounding funny, what is it and why would you want to avoid it?
[11:39] - Referred to by the FTC as comparative advertising, brand comparison has its own rules you must follow.
[12:43] - Before wrapping the episode, Danielle reviews disclosures.
[13:59] - Follow these action steps to ensure your marketing complies with the FTC’s guidelines.
Links & Resources:
Episode 45: “Using Testimonials”
Episode 46: “Marketing with Income Claims”
Businessese
Liss Legal
View all episodes
By Danielle Liss
5
77 ratings
For the last few episodes, I’ve talked a lot about marketing and complying with the Federal Trade Commission for the legal side of your business. Primarily, I’ve looked at testimonials and advertising claims. Today, I want to look at the FTC more broadly and why it matters for your marketing.
In this episode, I do a quick review of what the FTC is and discuss FTC compliance in your marketing within a handful of areas you need to consider. You’ll hear about rules you should follow for health claims, expert endorsements, comparative advertising, disclosures, and more. This episode was created with online business owners in mind and covers the areas that are typically most important in your marketing.
Please subscribe if you haven’t already. And if you like the show, I’d love it if you’d give it a review wherever you listen to podcasts!
In this episode:
[02:32] - Danielle provides a quick overview of the Federal Trade Commission.
[03:31] - What are the most important things you need to know about using testimonials in compliance with the FTC?
[04:31] - Danielle goes over the main criteria for evaluating your advertising claims.
[06:01] - The rules about testimonials also apply to expert endorsements. But here are additional things you need to know.
[07:25] - Be careful making claims in the health and wellness industry. The FTC heavily scrutinizes this market.
[08:18] - What’s the golden rule for health claims and how do you evaluate them in your marketing?
[09:15] - What if you can’t prove your claims are typical of results? Here’s what NOT to do.
[10:11] - Danielle discusses puffery. Besides sounding funny, what is it and why would you want to avoid it?
[11:39] - Referred to by the FTC as comparative advertising, brand comparison has its own rules you must follow.
[12:43] - Before wrapping the episode, Danielle reviews disclosures.
[13:59] - Follow these action steps to ensure your marketing complies with the FTC’s guidelines.
Links & Resources:
Episode 45: “Using Testimonials”
Episode 46: “Marketing with Income Claims”
Businessese
Liss Legal