It’s finally here! Not the holiday season, although that’s here too, but the new FTC regulations governing endorsements, testimonials and affiliate promotions.  The 81 page document and the much shorter press release from October 5, 2009 have been the topic of much conversation, blogging, tweeting, teleseminar-ing, webinar-ing, and even an info-product from info-industry titan Joel Comm (Disclosure Statement: I’m an affiliate for Joel’s product).

This blog will not rehash the information that you can and (hopefully) have reviewed as the regs officially take effect Tuesday, although I’m sharing some links and resources for you if you at the end of this post that I found very informative. Instead, I’d like invite a discussion on the opportunity these regulations bring for an “integrity check” on our own business practices.

In the wild, wild west that is internet based direct marketing there are a lot, a whole lot, of unscrupulous marketers willing to do or say pretty much anything to get people to type their magic 16 digit number into the space provided. It’s unlikely that either you or I have ever engaged in that type of low-life marketing.  It’s also unlikely that the FTC is going to pay our marketing practices much attention, at least in the short term.  However, it is still a darn good idea both practically (they could be watching “little” guys like us) and energetically to get into alignment with both the letter and the spirit of the new regulations.

The letter of the regulations is complex and as of now at least, no one really knows exactly what you need to do/not do beginning December 1.  The spirit of the regulations, on the other hand, is simple: tell the truth, the whole truth and nothing but the truth when communicating about your products and services.

Here’s why I believe a stark naked with the over head light on integrity check is due for all businesses:

1) Energetically, a lie is a lie. There is no difference between a big lie and a little one.  A lie is a lie.  A fudge is a lie. An exaggeration is a lie.  Failure to disclose is a lie – but there is an increasingly fine line between full disclosure and TMI.   That’s why the inner integrity check is essential.   You will feel it if there is something in your marketing that is not congruent with truth.  It will either feel “ew”, “not right” or the ego will rationalize a subtle arrogance, “What they don’t know won’t hurt them.”  That’s the pleasure center of the lower self in action.  Lying is energetically quite sticky.  The more we lie, the easier it gets and the more we rely on it to get our needs met.  Besides, we all know what happened to Pinocchio. There’s just no hiding it!

2) It’s lack consciousness. A business  based on the principals of abundance cannot be lead with lack goggles on.  The willingness to be anything less than authentic and honest with people is rooted in lack consciousness. We secretly fear we are not enough, we will be discovered as frauds and soon bit by bit our communication becomes more staged and contrived.  It’s a slippery slope with nothing good at the bottom.

3) It’s not sustainable. Being out of integrity even in a small way undermines the foundation of “know, like and trust” essential to strong, sustained growth especially during times of economic stress.  Your audience “feels” you and if they feel something is off, they will take no action on your offers or move on altogether.  While it is unlikely that those of us who define ourselves as conscious entrepreneurs would intentionally create a strategy for quick cash at the expense of reputation, it is always fascinating to observe who we become during times of stress such as a cash flow crisis?  Make or break situations are going to happen in business, and are guaranteed to bring up the not-so-pretty “stuff” that lives deep inside.

4) You can’t take it with you. I’ll risk going a little woo woo here, but unless you’ve been living under a rock, you are aware that we are in a major shift like we have never experienced before.  Evidence of the shift is everywhere including and perhaps especially in the financial markets.  This shift is an up leveling of the consciousness of all humans, and the tolerance of the Universe for the “old” ways of doing things is going to become, I believe, extremely slim.   It is time to shed the baggage of who we are not, stand tall and “walk our talk”!

My belief is that the more in alignment you are with the natural integrity of your soul, the more successful your business will be.  Successful financially and successful in it’s mission to make a positive impact on the world community. An experience of success well worth the discomfort that comes from a thorough self examination and the minimal time and effort required to make the adjustments in your marketing to get fully compliant with the new regulations.

A few links on the subject that are well worth your time:

http://www.AskJamesHolmes.com/FTCRulesExplained – get a pen and paper out for this  information packed, not-to-be-missed 75 minutes with the guy who probably knows more than the rest of us about this hot topic, Mr. Kevin Houchin, Esq.

http://www.michelfortin.com/disclosure-policy/ – great ideas to model when developing your own disclosure policy and language.

http://www.copyblogger.com/affiliate-marketing-disclosure/ – great article as it demonstrates how the sweetness of integrity plus a twist of perspective makes some really good lemonade.

Mary Kay Morgan is founder of AffiliateWealthPartners.com the only affiliate and joint venture resource exclusively serving the needs of the conscious business community.  Sign up now for our FREE membership into our Affiliate Community and gain access to our library of affiliate tutorials and to our approved list of high integrity, proven affiliate opportunities.