Real Estate Agent Magazine Law and Ethics The FTC Investigates False Testimonials on the Internet

The FTC Investigates False Testimonials on the Internet

Learn the new guidelines from the agency about using endorsements and testimonials correctly in digital marketing.

An endorsement or testimonial from current or past clients can make your business stand out online, but the Federal Trade Commission provides some guidance for how you should utilize them in your business.

This year, the FTC issued new guidance about including endorsements or testimonials in digital marketing campaigns such as social media posts or reviews on online review platforms like social media. Their primary goal is detecting fake reviews – something some real estate brokerages and rental listing platforms have already been accused of doing; some violations carry maximum fines of around $50,000 per violation! For instance, one rental listing platform was recently accused of paying thousands of fake online reviews in order to attract more prospective tenants.

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