Consumers may soon find relief from fake product testimonials posted on Internet blogs. The Federal Trade Commission (FTC) proposes changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising.
The move is in response to consumer complaints and a growing trend of false or unrepresentative consumer testimonials posted on the Web by companies and or their competitors.
Connecticut Better Business Bureau President, Paulette Scarpetti, says the proposed changes are good business for consumers and honest businesses.
“Consumers are being duped by testimonials that do not disclose their real origin, or include clear disclosure of results they can generally expect to receive. Often there is no telling who posts a testimonial and whether it was posted by a consumer, a corporate writer or public relations company.”
The FTC is moving to regulate blog testimonials, which at the moment allow the posting of unverifiable claims, some of which are written by bloggers who are compensated for promotional content that is passed off as personal experience.
Blogging is not subject to editorial oversight or truth in advertising regulations. Under the proposal, the federal agency would force bloggers to disclose any relationship with and compensation received from a sponsor.
The new guidelines would hold testimonial authors responsible for any false or unsubstantiated content and put into place a mechanism to prosecute bloggers and their sponsors for false claims.
Adds Scarpetti, “This is a truth-in-advertising issue in an unregulated area. BBB commends the FTC for guidelines which are aimed at helping consumers get more accurate and honest information from product or service testimonials online.”
Connecticut Better Business Bureau also recommends reading product and services reviews in consumer magazines and on related Web sites for additional background information.
