chip-saas“Success story” testimonials have long been a staple for online marketers. “I lost 12 pounds in my first month… “ and “In 3 short months I was taking in over $5,000 per month on my website…” are typical examples.

The Federal Trade Commission (FTC) in its Guides Concerning the Use of Endorsements and Testimonials in Advertising (16 C.F.R., Part 255) effective in December, 2009 placed severe restrictions on the use of the “results not typical” website legal forms disclaimers with “success story” testimonials, and failure to comply could result in significant legal liability.

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