Accountability 101: What The FTC Calls An Income Or Lifestyle Claims

Respect & Trust .vs Income & Lifestyle Claims

Accountability 101: Respect & Trust .vs Income & Lifestyle Claims from Troy Dooly on Vimeo.

Why do you use income and lifestyle claims? 

The three significant Federal Trade Commission documents you should print off and keep with you at all times are:

The FTC Policy Statement On Deception

The FTC Business Opportunity Rule

The FTC Dot Com Disclosure Rule

FTC Disclosure Claim

With the evolution of social media, there has also been an evolution of lifestyle and income claims. The question is, what is acceptable and what isn’t? My goal is to provide some guidelines here and give you the Federal Trade Commission rules governing lifestyle and income claims in general, as well as some other tidbits of info.



FTC Disclosure CLaims

In the Federal Trade Commissions Business Opportunity Rule, went live in 2011. Although many in network marketing believe they are exempt from this ruling, they are not! Here are a few of the more critical regulations that cover lifestyle and income claims.

Direct Sellers (Network Marketing) who make lifestyle or income claims must attach to the required disclosure document an earnings claim statement setting forth the earnings claim, the number and percentage of purchasers who achieved the represented level of earnings, the date range during which the represented earnings were achieved, and other information.

FTC Disclosure ClaimsPlace the income disclosure as close as possible to the triggering claim.

Take account of the various devices and platforms consumers may use to view advertising and any corresponding disclosure. If an ad is viewable on a particular device or platform, any necessary disclosures should be sufficient to prevent the ad from being misleading when viewed on that device or platform.

FTC Disclaimer Claims


Advertisers (networkers) are responsible for ensuring that all express and implied claims that an ad conveys to reasonable consumers are truthful and substantiated. When identifying these claims, advertisers should not focus only on individual phrases or statements but should consider the ad as a whole, including the text, product name, and depictions. 


If an ad makes express or implied lifestyle or income claims that are likely to be misleading without certain qualifying information, the information must be disclosed.

FTC Disclaimer ClaimsSo what does all this mean?

Basically what the FTC is stating is if you are using The Internet to sell products or build your team, then everything you say about your product or business opportunity MUST be proven with some form of income disclaimer.

Notice above the words “expressed and implied claims”  aka Lifestyle Claims! These types of claims must be documented, and full disclosure must be provided.

FTC Disclaimer Claim

If you create a Meme, where you are standing beside your dream car, and have the words “This could be you too!” implying you already OWN the car, then you need to disclose, you DO NOT own it!

Take time to read through the above documents and print off the DotCom Document for your own business.

Feel Free to use these images as examples on your own website, and review our fully compliant FTC Disclosure Statement “Surrender The Booty!”

Troy Dooly is recognized internationally as an influencer in the areas of personal branding, leadership development, marketing campaigns, organizational expansion, and corporate launch strategies.

His clients include start-up companies, multi-faceted public companies, billion dollar private companies, international marketing organizations and well-respected field organizations.

Dooly is a highly sought after mentor, speaker, results coach, and radio host. He is a founding member, show host (Beachside CEO) and News Director of the Home Business Radio Network, and Christian Power Radio,

Dooly is a founding member and serves on the Board of Directors of the Association of Network Marketing Professionals, working with both companies and distributors around the world in network marketing.

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One thought on “Accountability 101: What The FTC Calls An Income Or Lifestyle Claims

  1. It’s never really know, it is always integrity that has to come first. When something moves you about anything within that particular product range then go for it. I agree, and had to think back to where I was in 2011. While the story is not important, what is important is that we do look at everything in very different ways and you never want to put some money off for whatever is on their mind. Never make income claims or lifestyle claims as stated.

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