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FTC - Will they start elbow dropping other methods

by David McAnulty
7 replies
By now a good number of IMers know the FTC is putting the hurt on things like testimonials, some a little more personally than others.

Do you think they will start expanding their efforts to all forms of communication.

For example,

Marketing techniques such as "you must buy before tonight or you will lose this opportunity" except the date is updated daily. This is deceptive at best and I am sure they have taken notice.

What are other methods you can see being curtailed by the FTC?
#dropping #elbow #fda #methods #start
  • Profile picture of the author Alexa Smith
    Banned
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  • Profile picture of the author jpwarrior
    Hi,

    My belief personally is that the FDA will have absolutely
    NOTHING to say about testimonials, yep, you heard me right...

    NOTHING....

    If they do, tell 'em to hit the road....

    ....at least until testimonials become edible or available
    only by perscription.

    Seriously though, I'm pretty sure you meant the FTC (Federal Trade
    Commission) and not the FDA (Food and Drug Administration).


    Jason
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    • Profile picture of the author jpwarrior
      On a more serious note, It does seem that they are sincerely trying
      to clamp down on unethical marketing tactics which is a good thing overall.

      But, in my opinion, I am always weary of any new government rules
      and regulations as it always seems they are designed to expand
      their own power at others expense.

      Sometime small steps do lead to larger steps and expansion into other
      areas. We'll have to wait and see.

      As a jaded marketer, I'm pretty immune to the scarcity and urgency
      tactics and I think a lot of regular folks are too by now. It's just so
      common and over used.

      On the radio last night I heard a report about banner ads back when
      they were first introduced had a 78% click rate, now they are invisible
      to most.

      I would imagine the same goes for those dancing time clocks trying to urge
      me to buy. I don't really have a problem with those.

      Phony testimonials are a real problem and are very unethical, because it
      gives a false impression of the products' capability which is supposed
      to be solving a problem for the buyer.

      Personally, I take all testimonials with a block of salt, especially the ones
      with last name initials only (Pam S., John P. etc) or fully spelled last names which are all common like Jones, Smith , James, Johnson etc.

      But I'm sure there are still a lot of consumers taken in by this because they want to believe in the product and or the hype.

      Hype is a bigger problem I think, but hype sells unfortunately.

      Jason
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  • Profile picture of the author Dan C. Rinnert
    Originally Posted by David McAnulty View Post

    Marketing techniques such as "you must buy before tonight or you will lose this opportunity" except the date is updated daily. This is deceptive at best and I am sure they have taken notice.
    That's already prohibited in some states. Many states have laws and regulations that cover sales and sales pricing. I'm surprised more cash-strapped states haven't already been trolling the Internet.

    Maybe they are...
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  • Profile picture of the author darrin_cooper
    One of the major problems we as business owners have is not understanding or acknowledging accurate information.

    Misinformation is one of the biggest problems in Internet Marketing & the media as a whole.

    David, the FDA has nothing to do with testimonials or the concern you are having. You wrote FDA 3 times. To people not knowing or understanding may provide comment or opinions based on your information speaking that parts of your statements are true, but clearly has nothing to do with anything.

    It's the FTC -- The Federal Trade Commission which has set legislation & regulations forward that will enforce rules not only on Internet Marketers but also on Old Media (ie: advertising commercials). This will go into effect in December.

    Overall, the goal is to cut down deceptive tactics, specifically with the focus on a product marketing "results based" and "result specific" actions.
    An example could be a Testimonial - whether or not that testimonial was a paid testimonial, or a results based testimonial. Another example is how a product states a specific result that can't be verified, tracked or duplicated easily, whereas the words "All results not typical" will become an obsolete & illegal term in the future.

    In regards to your statement about: "Buy Before Tonight" -- would be a completely fine statement if real measures were put in place to verify, prove and be accurate about if a product has a limited amount, or limited time only, etc. That is on the product/service owners own self to state this fact. But it's also up to the potential buyers to verify this and expose if it's not true. This would be due diligence.

    And due diligence is what the FTC mandates is basically all about. If people complain enough, the FTC will step in. So, I definitely look forward to a big shake up to a lot of marketers. And if you look closely enough, that shake up is already happening.....just read all the emails about various people "quitting" internet marketing.....changing up their business models, doing things differently. ..........






    Originally Posted by David McAnulty View Post

    By now a good number of IMers know the FDA is putting the hurt on things like testimonials, some a little more personally than others.

    Do you think they will start expanding their efforts to all forms of communication.

    For example,

    Marketing techniques such as "you must buy before tonight or you will lose this opportunity" except the date is updated daily. This is deceptive at best and I am sure they have taken notice.

    What are other methods you can see being curtailed by the FDA?
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