When you’re selling anything online as a business owner, it’s incredibly common to create a sales page for your product or service. And honestly, crafting a high-converting sales page is an art form. You want to inspire action, connect emotionally, and confidently communicate the value of what you’re selling.
Because of that, there’s often a lot of tips out there to help you write persuasive copy and structure your sales page in a way that draws buyers in and encourages them to press that “buy” button.
But where things can get murky is if you unintentionally cross a legal line and trust me, it’s WAY easier to do than you might think!
That’s why understanding FTC (Federal Trade Commission) compliance for sales pages is so important as an online business owner. You could have the best intentions and simply write something because you saw someone else use the same technique and later find out that it goes against the FTC rules.
The FTC is responsible for protecting consumers from deceptive marketing practices, and yes, that includes how you write your sales page.
So if you’re a course creator, service provider, or digital product seller, understanding these rules isn’t optional – it’s essential! Keep reading to learn the top mistakes to avoid when writing your sales page (and what to do instead) so it stays both ethical and effective!
The Top Sales Page Mistakes That Can Land You In Legal Trouble
False Claims of Product Effectiveness
We’ve all seen testimonials or reviews online for a product or service and wondered if they were legit, right? If you’ve ever had to question it, it’s because your gut is telling you something — and for good reason.
False or exaggerated claims are unfortunately very common and can make you skeptical. 🤔
For example, someone selling a weight loss supplement may claim the product results in rapid weight loss within a week without providing any scientific evidence to support the statement.
If you’re claiming results of any kind (income, time savings, business growth, health, etc.), those claims need to be truthful, evidence-based, and not misleading.
Hidden Fees and Charges
You know that annoying feeling when you see a super great deal online and excitedly “add to cart” just to find out there’s actually wayyyy more fees associated with the sale than you were aware of?
Yeah, not cool. And NOT FTC compliant. 🙅🏼♀️
Failing to disclose hidden fees, charges, or subscription terms clearly and conspicuously in the sales copy can mislead consumers about the true cost of a product or service and goes against the guidelines.
Bait-and-Switch Tactics
Ah, the trusty bait and switch marketing strategy is not so trusty in the eyes of the FTC!
Advertising a product or service at a low price to attract customers, only to switch them to a more expensive option once they express interest, without clear disclosure of the change is not a game you want to be playing.
False Scarcity
This one has become increasingly popular in the online marketing world and is actually something I see being taught all. the. time. Which is so crazy to me because when did straight up lying become a marketing tactic?!
Creating a false sense of urgency or scarcity, such as claiming that there are only a few items left in stock or only a few spots left in your course, when that’s really not the case is misleading and noncompliant.
Misleading Testimonials, Fake Reviews, or Using Testimonials Without Permission
Lastly, and yet another super common tactic, is displaying testimonials that aren’t real, have been fabricated or are completely misleading to your audience.
Doing so misrepresents the experiences or opinions of individuals who have not used the product or service being advertised and can lead to someone making a purchase based on false information.
This also includes using real testimonials without the person’s permission – even if the words are true, you still need their consent to share them publicly and that’s where a testimonial release form comes into play!
Regardless of how common these may be, if you really want to protect yourself and your business, you want to avoid ALL of these common sales page mistakes.
Common Sales Page Claims That Can Get Flagged by the FTC
Now that you know some of the most common sales page mistakes that are being used in the online business world, I want to break this down in a way that’s very tangible and easy for you to understand so you can easily see what ISN’T okay to say on your sales page per the FTC.
For online business owners, there are tons of “normal” tactics and techniques that you may not even realize is a problem because soooo many people are doing it. And honestly, that’s what makes it so risky.
You could be “doing what everyone else is doing” without even realizing that you’re breaking the law and could be held accountable by the FTC.
For sales pages specifically, the FTC pays especially close attention to certain types of claims that often appear in online sales copy. Here are some of the most examples that can trigger red flags:
🚩 Income Claims
“Make $10k in 10 days” or “Hit six figures in your first year.”
Income claims like this are super common to see on sales pages, but unless you can back those up with verifiable data and clear disclaimers that set expectations for the reasonable results they should expect, they’re risky.
What to say instead ➡️Share actual past results with context and include disclaimers like “Results vary depending on effort and experience.”
🚩 Health or Wellness Claims
“Cure your anxiety in one week” or “Eliminate back pain instantly.”
Any claim that implies a guaranteed result without evidence is noncompliant.
What to say instead ➡️Focus on benefits clients may experience, and use phrasing like “Many clients have seen improvements, results not guaranteed.”
🚩 Before-and-After Comparisons
If your testimonials or visuals show dramatic transformations, the “typical results” disclaimer must be visible.
And PLEASE, do NOT use AI generated images for these.
🚩 “Limited Time” or “Only 3 Spots Left” Urgency
If your offer actually renews every week or spots aren’t truly limited, the FTC views that as false scarcity.
What to say instead ➡️Be transparent about availability and deadlines, like “This enrollment period closes on [date]. Spots may open again in the future.”
🚩 “No Refunds” Statements
Yes, you CAN have a no-refund policy, but it must be clear and disclosed before purchase, not buried in fine print. All you have to do is include a visible statement upfront stating that “All sales are final. Please review the offer details before purchasing.”
The best rule of thumb for writing FTC compliant sales page copy is if it sounds “too good to be true,” then it probablyyyyy needs to be rewritten, clarified, or properly disclaimed!
Your FTC Compliance Checklist for Sales Pages
So now that you’re briefed on what NOT to say on your sales pages to avoid any unwanted interactions with the FTC, here’s a simple checklist you can review before you hit publish on your next sales page:
✅ Be honest and transparent in all of your sales copy. Don’t exaggerate your results or capabilities, even if it makes for “better” marketing.
✅ Back up your claims. If you make specific claims about results, provide real data or proof.
✅ Use accurate testimonials and REAL testimonials from real customers who have given you permission to share their words or images.
✅ Disclose affiliate relationships. If you earn a commission for promoting something, make it clear.
✅ List pricing and terms clearly. Include the full cost, renewal info, or any recurring payments up front.
✅ Avoid manipulative urgency by being truthful about the amount of spots you have open or when the deadline to join is.
✅ Include proper disclaimers. For income, health, or performance-based offers, include a disclaimer clarifying that results vary.
✅ Keep your copy updated. Review your sales page regularly to make sure your claims, prices, and policies are still accurate.
✅ Confirm net impression. Overall this may be the most important step: make sure that the overall next impression from your sales page sets reasonable expectations of what a consumer could achieve with your product or service.
Additional Resources for FTC Compliance for Online Business Owners
Overall, following FTC compliance rules for sales pages doesn’t mean watering down your marketing, it means building trust with your audience.
When you write honest, transparent copy, your customers can make informed decisions (and you avoid the stress of a potential FTC investigation or chargeback dispute).
If you want to ensure your website and sales pages are fully protected, my Chief Legal Officer Suite includes the disclaimers, terms, and templates you need to confidently sell online the right and legal way.
But if you’re in search of additional resources to help you stay FTC compliant as an online business owner, I have a few things that can help:
- 5 Legal Must Haves For Your Course Sales Page
- 8 Steps To Legally Protecting Your Sales Funnel
- The Risk Of Using Monetary Numbers To Sell Your Offers (And How To Do It Legally)
- How To Legally Use Client Feedback You Didn’t “Officially” Collect
ABOUT THE AUTHOR, AMBER GILORMO – ATTORNEY AND FOUNDER OF THE BOUTIQUE LAWYER
Amber Gilormo is the cool lawyer behind The Boutique Lawyer – a one-stop contract template shop for creative entrepreneurs, online business owners, coaches, and service providers.
From client agreements to digital product terms and everything in between, our lawyer-drafted templates take the guesswork out of staying legally protected online (no legal jargon required).
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