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Legalities of customer testimonials

by Evita
12 replies
What do I need to do in order to display customer testimonials, including customer photos on my website?
These are products I'm manufacturing, I'm not an affiliate.
Is it enough to ask permission from the customer? Do they need to sign some authorization?
Do you need the customer's permission? (Although, I feel it would be unethical to post their testimonial even w/o their name unless having permission)

What say you?


Evita
#customer #legalities #testimonials
  • Profile picture of the author TristanPerry
    I don't think that there's any hard-and-fast rules for customer testimonials, although asking someone's permission before adding their testimonial/review is always recommended.
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  • Profile picture of the author sbucciarel
    Banned
    FTC Publishes Final Guides Governing Endorsements, Testimonials | Federal Trade Commission

    http://www.ftc.gov/sites/default/fil...mentguides.pdf

    The FTC
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  • Profile picture of the author corra02
    Ethically, the best route is to ask the customer to use the testimonial. I normally like to get atleast an e-signature confirming the agreement, and if need i also get a paper copy for your records. \\

    Randy
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    • Profile picture of the author rally2win
      Like some of the posts above, FTC is legal source / guideline for customer reviews and testimonials though nailing this down in a court of law might be something else.

      Some of the FTC tenets include the following points:
      1) All endorsements or testimonials must be truthful and not misleading in any way.
      2) If there's a connection between the endorser and the company that would affect how people evaluate the endorsement, the relationship must be disclosed.
      3) Even paid endorsements are considered to be deceptive - if they make false or misleading claims.

      To summarize the FTC:
      It is illegal to post fake reviews about your practice or business online, and one cannot pay someone to post a review unless they indicate that their response is actually an endorsement.

      One can ask loyal customers and satisfied clients to post testimonials on sites recommended. But they cannot be pressured into writing a review in any way. Essentially, reviews posted online must be substantiated as genuine and authentic.


      Hope this helps.
      R2W
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  • Profile picture of the author Evita
    Thanks all.
    And thanks especially for the links to the authoritative source


    Evita
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  • Profile picture of the author IMCapitalist
    I take a simple way should I have a doubt, contact my customer and ask for permission,
    it does good thing for both sides though.
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  • Profile picture of the author BookBetty
    Hey, if you ask for customers' permission, you could even end up with an endorsement of your testimonial policy to put on your testimonials page, haha!
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    • Profile picture of the author Importexport
      I have never been asked to substantiate the testimonials that I publish on my website, but to be on the safe side I keep very secure files containing proof of authenticity.

      I would never ask for someone to provide a testimonial. Although that is legal, it does not satisfy my feeling that a spontaneous endorsement will have a better ring to it.

      In passing I would add that I do not publish some testimonials for the reason that they sound too good. I think publishing them could be counterproductive.
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      • Profile picture of the author JohnMcCabe
        Originally Posted by Importexport View Post

        I have never been asked to substantiate the testimonials that I publish on my website, but to be on the safe side I keep very secure files containing proof of authenticity.
        Smart move.

        Originally Posted by Importexport View Post

        I would never ask for someone to provide a testimonial. Although that is legal, it does not satisfy my feeling that a spontaneous endorsement will have a better ring to it.
        I usually use a two-step process here. I don't ask for a testimonial, I ask for feedback. If that feedback would make a good testimonial, I ask for permission to share that feedback, along with the identity of the person giving it.

        Much more authentic than "Great product!!!" -- Mike S.

        Originally Posted by Importexport View Post

        In passing I would add that I do not publish some testimonials for the reason that they sound too good. I think publishing them could be counterproductive.
        Another smart move, unless the person giving it is willing to also give contact information to verify it. People very, very rarely contact givers of testimonials, but having that available makes a difference.

        Which is more believable?

        "[Detailed, enthusiastic testimonial]" - John D.

        or

        "[Detailed, enthusiastic testimonial]" - John Doe, President, Doe Enterprises?
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  • Profile picture of the author a2hosting
    We use a service called Shopper Approved. They verify all reviews are legitimate. In the end this provides more trust to potential customers who may read the reviews before purchasing your product anyway.
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