Starting December 1st, 2009, the Federal Trade Commission is going to hold advertisers accountable to the content of their testimonials. According to Ad Age, testimonials from celebrity endorsers can't just say "results not typical." Instead, the endorser must report precisely how effective the product will be. For example, for products that aid in losing weight, promoting hair growth or reducing acne, the company is required to disclose how effectively the product works for the average user. Jared may have lost sixty pounds eating Subway sandwiches, but does the average Subway consumer typically lose that much? Probably not.
I think that this is an interesting proposition because many ads and their celebrity endorsers may lose their persuasive power if the products are portrayed to produce realistic, rather than dramatic results. Would women have signed up for Jenny Craig, for example, if they had known beforehand that they couldn't lose the same weight that Kirstie Alley did on that food and fitness plan? When a celebrity sells, he/she is usually selling a product that implies access to flawless beauty, untouchable popularity and quick resolutions to big problems. Will the endorsement have the same effect if the celebrity plainly says: "This Neutrogena product only clears the skin of 50 percent of those who use it" or "This weight loss plan only guarantees the average individual to lose up to 15 pounds," will consumers still feel compelled to buy? Aside from this, I think that the FTC plan definitely seems to answer our timeless question: Does the celebrity really use that product and to get those results?
In addition to this, the FTC mandates that companies are much more truthful about those who are secretly promoting their products, especially on blogs. There are so many people (including celebrities) who are speaking highly of certain products, but these "word of mouth" testimonials are actually being propelled by the company, not by product users who are sharing positive comments on their own free will. For example, we know that Tiger Woods starred in Buick ads, but if he happens to mention how much he loves his new Rolex on Twitter, then he has to be clear that he's an endorser for Rolex. I think this is a good policy. And perhaps I can now understand why Burger King makes their endorsers take live lie-detector tests.
2 comments:
i just wanna comment on the effectiveness of celebrity testimonials/endorsements. When I see an ad that employs celebrity's image or voice, I only see the celebrity instead of the product promoted. Although celeb. testimonials may be persuasive, it cannot be ignored that the spokesperson can actually detract the audience's attention from the product. So, why such heavy regulations on celeb testimonials and endorsement?
Good point. Actually, the fact that the spokesperson does detract from the product is the very reason why these regulations are being implemented. The FTC is getting to a fundamental problem with the idea of endorsements and promoting a product on false pretenses. The FTC is trying to ensure that companies are at least liable for the claims they make and that a testimonial (celebrity or otherwise) will not intentionally mislead the consumer. The celebrity endorsement has "stopping power" (the ability to literally compel the consumer to stop and pay attention) and the FTC wants to make sure that this doesn't interfere with ability to sell products in an ethical and honest way. Any individual who speaks for the product in an ad is required to disclose average and typical results, not publicize the product with the idea that it will produce unusual results (ie. remarkable results that only one or a handful of consumers report). I think this is why such heavy regulations are going to be put in place. If the FTC doesn't act, then corporations will continue to exploit consumers under the 1980 regulations, in which the company will continue to use celebrity stopping power and other testimonials to convince consumers that a product is more effective than it actually is.
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