Results aren't typical: FTC bringing truth to testimonials

The FTC has finally updated a long-overdue guide on endorsements and testimonials to address changes in technology and advertising mediums. The new rules are designed to bring greater truth and disclosure to blogs, TV ads relying on testimonials and social media.

The updated guide has garnered the most press for its ruling that bloggers can be fined up to $11,000 if they don't disclose that they got cash or products for posting a testimonial. While most bloggers and respected word-of-mouth marketing firms have required this disclosure, the ruling and its large penalty should help consumers trust online reviews.