We all agree testimonials are one of the most powerful influencers in consumers choosing one product or service over another, but faking it, is just wrong! Just watch the CBC Marketplace video below.
Time after time, we have had to warn our clients against the practice of fake testimonials. Yes, they are a powerful influencer in consumers choosing one product or service over another, but is your reputation worth the disgrace if your customers find out those testimonials are fake?
Last night we happened across CBC's Marketplace show
"Fake video testimonials: Inside the world of fake reviews"
You can watch it below.
We often urged our clients where possible to use people's first and last name when posting a testimonial. Being in the marketing industry, I am always skeptical of published testimonials or reviews. I want to see a real name. I want to know that if I was really diligent, I would be able to track down that person to confirm their testimonial. Yes, sometimes your customer does not want you to use their whole name in a public way ~ especially when being put out on the internet. But there are other ways around it. Just ask us for ideas.
The testimonials used in CBC's Marketplace episode below take things too far. First off the person in the video claims to be 'certified', a doctor, a nutritionist and more, stating institutes and affiliations. WRONG! Not to mention, probably illegal. I could go on and on about the unethical practice outlined in the video, but you can watch yourself and get the gist.
Regardless of what you think there are rules and regulations governing what you can and cannot do when it comes to advertising your business, products and services. Some are general guidelines and depending on your industry there may be specific rules. For example: Insurance, Financial Advisors, Automotive, Food, Health products and more. The labeling requirements for health and pharmaceutical products are quite stringent. And this year, restaurants with more than 20 locations are required to put a calorie count alongside their menu items.
Watch the video, then scroll down to our list of links to advertising guidelines and requirements.
CBC Marketplace Episode - Get details from the segment here:
Are you worried? Do you know what you can and cannot do advertising- and marketing-wise for your business?
Advertising Rules and Regulations Resources - Canada:
This is only a partial list of regulations for advertising and marketing purposes. Know the rules governing your industry.
- The Competition Act
- The Consumer Packaging and Labeling Act
- The Textile Labelling Act
- The Precious Metals Marking Act
- The Canadian Code of Advertising Standards
- The Canadian Marketing Association Code of Ethics
- The Canadian Association of Broadcasters Code of Ethics
- The Canadian Realtors' Association (CREA) Code
- Ontario Motor Vehicle (OMVIC) Code of Ethics
- Code for Broadcast Advertising of Alcoholic Beverages
- Tobacco Advertising in Canada
- Environmental Claims: A Guide for Industry and Advertisers
- Ecolabelling and Environmental Claims
- Food Labelling for Industry
Knowing the rules, laws and regulations governing your business should be included in your business and/or marketing plan.
We can help!