New FTC DRTV Guides: Good Sense or Slippery Slope?

by On The Mark on 03/02/10 at 5:03 pm

Either way, On The Mark is here to create winning, compliant DRTV programs

It’s a fixture in Direct Response Television—the exercise or diet plan show with compelling testimonials from supple young men and women who have used the offered product and gone on to lose a hundred pounds and develop Olympic-quality bodies. They’re very effective, not to mention fun to watch. The marketer flashes a disclaimer: “Results not typical” to show that not everyone will look like the testimonials.

But now, the Federal Trade Commission (FTC) is voicing its disapproval over the practice. It’s released a series of “Guides” designed to force marketers to more clearly state what a product’s “typical” results will be. A recent article in a popular trade magazine breaks down the FTC’s Guides.

On The Mark is all for solid regulations that create a level playing field for everyone. But this latest Guide—we’re not so sure. It seems to tilt the field against DRTV and in favor of traditional commercials that build brand awareness or achieve other marketing goals.

Think about it: When was the last time you saw an overweight person in a 30-second fast-food commercial? Or an intoxicated person in a beer spot? Should the marketers behind those ads be forced to run disclaimers in large type, stating that “People who consume our product will not typically look like actors depicted in this commercial?”

Of course not. That would just be silly. But the bottom line is that advertising—ALL advertising—is about creating optimum conditions and using them to promote a product or service. It’s not about what’s “typical.” And what’s good for DRTV should be good for all television marketing. If we start to go down this path, where will it end?

Now, having said that, On The Mark is ready and able to work within these regulations to create winning DRTV programs for our clients. We thoroughly understand all the new guidelines and know exactly how to comply. We’ve been producing high-quality programs for 20 years—and we’ve adapted successfully to every change in the regulatory landscape. We’ve often found that things change for the best. DRTV is still one of the best ways to gain wide exposure for terrific products and services, and we’ll be here far into the future to help make your offering a productive one.

What’s more, if you’ve already created a DRTV program with another production company, and you’re not certain it meets these new FTC guidelines, feel free to give us a call at
(732) 741-7225. We’ll be happy to take an objective look at your program, and fairly evaluate it for compliance.

In the meantime, picture this on your TV screen: Big-box discount store commercials starring actors who look like the people who really shop there.

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