How can we use customer testimonials without violating FTC rules?
Keep testimonials truthful, typical, and clearly disclosed—and train staff/influencers to use one standard disclosure line every time.
Answer
The FTC’s Endorsement Guides require that testimonials and endorsements be truthful and not misleading. Claims must reflect typical results unless you disclose what typical looks like. Any material connection (payment, discount, gift, affiliate relationship) must be disclosed in clear language near the claim—no buried or ambiguous hashtags. You cannot use fake or cherry-picked reviews that distort overall sentiment. The FTC has stepped up actions around social media endorsements and fake review practices, with penalties that can include injunctions, restitution, and civil fines. The durable playbook is simple: a standard disclosure line, a documented process for collecting and moderating reviews, audit trails for incentives, and periodic training for marketing and influencers. Done right, you build trust and keep creative reusable across channels (including regulated industries). Not legal advice.
Highlights
Truthful, typical results (or disclose what’s typical)
Clear, proximate disclosures for material connections
No fake or cherry-picked reviews
Staff/influencer training + audit trail
How to apply
Adopt a single disclosure line (e.g., “Paid partnership with Aetos. Opinions are my own.”) and require it across all testimonial placements.