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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 22, 2009

Testimonials and the FTC

Yep, the Feds are on the lookout for those “magic pill” testimonials — the kind that say “I took this pill and lost 400 pounds!”  The requirements were finalized back in October and went into effect December 1st.

I’m not a lawyer, but I’ve read the regs direct from the Federal Register.  My take:  we need to include caveats with our results.  The “results may vary” verbiage isn’t going to cut it now.   But let’s listen in directly to what the FTC says.  Good friend Debra Thompson Roedl passes this interview with the FTC along:  http://www.igottatellyou.com/blog/ftc-change-interview/

The Feds want buyers to know that they need to do more than just hiring you to get the results.  So ask yourself:  what did your clients do to implement your recommendations?  Include that answer in your fine print and I think you’ll be fine.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.