What Every Copywriter Must Know About Compliance

From a Copywriter Whose Stripe Account got Banned and Reinstated

How to Advertise in Compliance with FTC Standards… Protect Yourself and Your Clients from Investigations and Lawsuits… and Add Another Profitable Skill to Your Copywriting Toolbox

Dear fellow copywriter,

Did you know that there are popular copywriting tactics that can get you banned from payment processors, get your ad accounts shut down, and even get you investigated and sued by the FTC?

These tactics include (but aren’t limited to):

• ❌ Saying a product is “made in the USA” (even if it is)
• ❌ Using testimonials the wrong way (more on that later)
• ❌ Saying “what is your goal?” on a sales call or sales message
• ❌ Making a live webinar evergreen, without informing people it’s a recording.
• ❌ Using a “Hormozi-style” irresistible offer (e.g. “I’ll help you get 5 clients in 90 days, or work for free until you do”)
• ❌ Stating an income claim (like “make $1,000 a month” or “David made $32,000 with our help last year—EVEN if your claim isn’t directly stated and it’s just “implied”).
• ❌ Not stating the refund policy clearly in invoices and receipts
• ❌ …And too many others to count.

You see the truth is neither copywriters nor business owners are taught to market in compliance with the FTC.

Think about it.

We learn about copywriting from old legends such as David Ogilvy, Gene Schwartz, and Vic Schwab…

And newer, living legends like John Carlton, Gary Bencivenga, and Kim Krause Schwalm… BUT…

I Can’t Name You ONE Legend in Compliance

That’s why after having been in a bit of compliance trouble, panicking like a madman, and proceeding to learn all I could about the FTC myself…

I’d like to show you the tools and frameworks I’ve learned, so your marketing is FTC-compliant.

But first, let me introduce myself.

Who am I and Why Should You Listen to Me?

My name is Alejandro Martinez. I’ve been a working copywriter since December 2020.

In September 2024, Stripe (those bastards) froze my account:

THIS was my very first business scare

I mean, “restricted businesses list”?

I thought I’d be processed with the same severity as a Nicaraguan Sandinista in the 80’s, being on the FBI’s “most-wanted” list.

And I didn’t even know what I had done.

Not only that, but having my business bank account shut down meant I couldn’t conduct business AT ALL.

I’m a humble copywriter born in Nicaragua and currently living in Colombia.

Losing my Stripe account would mean that there was no other way to charge my clients.

This meant that everything was at stake for me here.

(Matter of fact, I don’t even have a college degree, so my only other option was to hustle at a call center for 8 hours a day and get paid $500 a month).

And why did this happen?

Well, a client of mine had gotten good results with the emails I wrote for him.

He was so happy, he sent me a testimonial.

In fact he even let me interview him.

So I made a case study about all this.

But I…

• ❌ Didn’t say that these results weren’t typical
• ❌ Didn’t add the right disclaimers to a few claims I made
• ❌ Didn’t have my client sign the proper documentation to release such a testimonial (more on that later)

So Stripe decided to shut down my account which, in retrospect, was very good because if I had continued marketing this case study, the FTC could have investigated me.

I never thought I’d say this, but thanks Stripe!

Now, if you think I run some massive organization with tens of thousands of employees and millions of dollars in monthly revenue, you’re wrong.

I was what some people – including myself – would call “too small” to even be worth the FTC’s time.

Not only that, but my stats as a business owner were pretty good:

• ✅ I have never had a chargeback in my 4 years as a working copywriter.
• ✅ I have only had one refund request, which was processed without complaints
• ✅ And I’m a non-US citizen, living outside the US (although my business is legally incorporated in Delaware, and most of my clients are American)

Now, I’m not mentioning my stats to “brag”, but to show you that…

ANYONE Can Be on the FTC’s Radar Even Without Prior Knowledge

But after it happened to me, I asked for help in a few marketing groups…

Went through a couple of books and courses on FTC compliance…

And studied the FTC’s case library and press releases, to see why a few businesses had to go to court.

Fun fact: if you get a letter from the FTC, you’ve already been investigated for at least ONE year.

Luckily a few weeks later I got out of the problem…

Recovered my Stripe account…

Which made me very happy as a young Latin American freelancer…

And most importantly…

I can confidently say that every word of copy I submit to my clients is fully compliant with the FTC’s current regulations.

One of those clients is very grateful with me and has given me more authority in his business.

• ⚠️ These results are not typical.
• ⚠️ They’re my results only.
• ⚠️ I just want to show my frameworks and systems on FTC compliance.

Looking back, I’m happy that this happened to me and that I learned to write compliantly from it because I believe…

The FTC Will Monitor the Online Marketing Space Like a Hawk in 2025

Just so you get an idea, in 2023 alone, the Federal Trade Commission (FTC)…

• 💰 Imposed $327.8 million in civil penalties (fines)
• 💰 Made business owners refund $193.8 million to consumers, even if consumers didn’t proactively ask for a refund and
• 💰 Issued 11 new complaints and 19 new orders which had defendants scrambling to take over $325 million out of their pockets.

You can look up these stats in the FTC’s 2023 Annual Report: https://www.ftc.gov/reports/fy-2023-annual-report

I’m quoting the 2023 stats because the 2024 ones aren’t available until May 2025.

That’s why, about 4 months after my Stripe incident…

I decided to speak to my mentor and friend, Nabeel Azeez, to see if he’d be interested in co-hosting a compliance workshop.

He agreed.

And that’s why I’m inviting you to join…

The Copy Compliance Clinic (CCC)

In the Copy Compliance Clinic, you’ll learn what the FTC is specifically searching for to conduct investigations.

Some of these things you might be already doing.

It’s not your fault though; they’re promoted as the “most effective way to market”.

Such as the popular, Hormozi-style irresistible offers.

You know, the ones that say “I’ll help you make $X in Y time, or you get Z guarantee.”

Example:

“I’ll help you make $10K a month in 90 days, or you get your money back.”

How many times have you heard that one?

If you’re using this claim, you might as well go to an airport and shout that you’re a terrorist.

It’s very non-compliant.

So without further ado, here’s what you’ll learn inside the Copy Compliance Clinic:

4 Things You Absolutely MUST do to Use Testimonials Safely

If you think having a video of your client sharing her results is acceptable, think again.

Having a testimonial without these 4 things is arguably the MAIN reason to be non-compliant with your marketing.

Don’t believe me?

Read the “Endorsement and Testimonial Guidelines in Advertising” (16 CFR Part 255), rolled out by the FTC.

It was even updated in 2021 because the FTC thought it needed to be stricter with testimonials.

How to Nail the “Net Impression”

You see, the FTC can investigate and fine you not only based on what you SAY, but what your customers may PERCEIVE about your marketing.

This means that you could avoid all the “danger-zone” claims, and you could still be in trouble.

A minuscule example is recording yourself in front of a Lambo, and making people think they’ll have the same lifestyle if they buy your course.

But it’s much deeper than that.

This is the most important part of this training.

Specific Phrases, Word-for-Word, YOU MUST AVOID to Decrease the Risk of an FTC Investigation

These phrases such as…

<blockquote“We’ll hold you by the hand” OR “100% guaranteed”…

Are searched for with a magnifying glass by FTC investigators.

In fact, inside the FTC they’ll form “search parties”, where they’ll particularly look for businesses stating these phrases, as well as other claims.

Avoid at all costs.

How to Think About Your Legal Pages like Your Privacy Policy and Terms and Conditions

PLEASE KNOW, I won’t give you a template for these pages.

Because, as you’ll learn in this workshop, having a template for these pages is the actual problem.

It’d be like trying to heal a wound with poison.

But I’ll show you how to think about these legal pages and what to include, so your business is compliant.

How to Avoid Writer’s Block When Trying to Write Compliant Copy

When I first learned about FTC compliance, I was so overwhelmed that I couldn’t write a single word of copy.

The blank Google Docs page laughed at me as I tried to put something on it.

But as time has passed, I’ve developed an editing process for my own copy that helps me produce copy as fast as I did before, while remaining effective AND compliant.

3 Core Aspects of Marketing the FTC Punishes with the Heaviest Hand

You could say that, aside from preventing monopolies, this is the WHOLE reason why the FTC was created.

But if you understand these 3 core aspects, marketing with compliance will be “installed” in your brain.

And you won’t have to memorize legal information, which is the real benefit of this bullet.

How to Properly Deal With Refunds, Complaints, and Angry Customers

Not only will I show you how to be GOOD in the FTC’s eyes when dealing with these situations, but your customer satisfaction could even be increased.

• ⚠️ I can’t promise you this; it’s based on my observations and what I’ve learned about FTC compliance.
• ⚠️ These are my results only and they’re not typical.

PLUS, I’ll show you specific things to include in your invoices and business contracts, so you’re compliant with the FTC’s “cooling off” rule, which allows ANY customer of ANY product or service to issue a refund within 3 days of purchase.

Common Things Marketers Do That Put them in the FTC’s Scope

Truth is, marketers are well-known for bending the rules.

They can grab a truth, move it to the side, flip it 3 times, and come up with a completely different statement they think it’s “completely the truth”.

I regrettably have been guilty of that in the past.

But I’ll show you what NOT to do as a marketer, so you market ethically, effectively, and in compliance with the FTC.

Mind you, if you do these common, forbidden things, no disclaimer or legal document can save you.

KEY Compliance Takeaways for Media

Webinars, Phone Calls (Including Zoom), Sales Pages, VSLs and More

Even if what you’ll learn here is universal, there are specific things the FTC looks for when reviewing each of these media.

I’ll show you how to deliver the proper disclaimers so your marketing is compliant.

2 Main Regulations the FTC Uses to Take Action Against Businesses

By understanding these 2 main regulations, you’ll know how the FTC penalizes non-compliance, and what they look for based on these regulations.

You’ll also learn about another regulation, which directly penalized one-to-one sales, such as discovery calls or door-to-door sales.

If you’re conducting any of these in your business, pay attention to this segment.

BONUS #1 – My proprietary Copy Compliance Checklist

When I first started writing with compliance, it felt like writing in a foreign language.

I couldn’t put two sentences together without fearing that the FTC might sue me.

But as time passed, I developed an editing process.

And then I turned my process into a checklist you can use to “scan” your documents, chalk down the bullets, and ensure your copy is compliant.

I did all the work – getting banned and reinstated on Stripe, poring through books and articles for hours and hours – so you don’t have to.

My copy compliance checklist is yours for free when you join Copy Compliance Clinic.

BONUS #2 – Don’t F*** With the FTC: 10 Compliance Case Studies

Get instant access to 10 CASE STUDIES why you absolutely positively DO NOT want to get on the FTC’s bad side.

I researched the FTC’s database, scanning specific press releases for cases against defendants.

Through this analysis, I identified 10 cases that show you the key reasons a business owner might be investigated by the FTC.

These cases include:

1. How a “deceptive earnings claim” forced a BIZ OPP company pay over $7 million in customer refunds. The income claims they’re making here aren’t too different from the ones I see coaches, online marketers and service providers make on a daily basis. I show you what I’d done instead to avoid getting in seven-figure trouble.
2. The “seemingly-innocent” security claim a household name WEB HOSTING company used in its marketing that broke 3 international privacy frameworks, and got them a seven-figure fine. Something important to note is that these security “violations”, as the FTC called them in its press release, happened from 2019 to 2022, and until January 2025, almost 3 years later, the FTC is taking shots against them. Just a reminder that you could be investigated by the FTC, without even knowing it, as we speak.
3. How an ONLINE GAMING behemoth used deceptive marketing against a “vulnerable group” (children), and faced one of the biggest fines I’ve seen the FTC issue. I also go over what you should do if you’re marketing to ANY vulnerable group, such as elderly people, low-income people, low-income individuals, and others, so you’re as protected as you can be.
4. Why making cancellations difficult landed the world’s top ECOMMERCE company one of their biggest cases in their history with the FTC. They’re a regular at the FTC’s offices. The founder might even get his coffee served when he steps on the courthouse. But this case is very important, because the FTC took stricter measures against businesses that are making cancellations harder. If you have a subscription-based business, or work with clients who have one, this case will be VERY helpful to understand.
5. How an online HEALTH & WELLNESS business was charged $7.8M in fines after sharing “private data”. This case is important because, even if you’re not sharing “sensitive” data, such as mental health information like this company did, it still highlights the importance of having the right disclaimers, legal documents, and contact information. This is ESPECIALLY crucial for you if you run ads or own a website with high traffic.
6. Why the MOST FAMOUS COMPANY ON THE PLANET had to pay over $9.4 million in penalties after crafting fake testimonials to promote one of their products. The interesting thing here is, I’ve seen marketers do this EXACT same mistake, and they don’t know they’re at risk of being sued not just by their clients, but by the testimonial provider. Even worse, this might be a problem even if you’re not writing fake testimonial scripts—you could be in trouble EVEN IF you use a single picture with the testimonial provider.
7. How this E-LEARNING company owned by an internet marketing legend settled with the FTC for over $2.5 million due to 2 specific reasons according to the press release, and 1 specific reason the company’s CEO publicly talked about. (The one he mentions is one that many coaches, service providers, and ANYONE selling a product on the phone might be doing. The CEO wrote an entire book about this and credited this single, four-word sentence as the #1 reason why he got investigated by the FTC.)
8. The specific health claims these two SUPPLEMENT companies stated, that landed them a six-figure fine by the FTC. If you’re selling ANYTHING health-related (fitness coaching, supplements, fitness equipment, and more), pay close attention to this case, especially because the FDA will be partnering up closely with the FTC this 2025 onwards.
9. Why these two CLOTHING & APPAREL companies (under the same owner) had to issue 4,061 refunds after claiming their products were “made in the USA”, even if parts of them were. This example will not only teach you what NOT to say when stating a “Made in the USA” claim… But it will also show you how to think about compliance in general, and how to write compliant copy EASILY by understanding what the FTC looks for.
10. Why this internet-famous consulting business refunded over $960,000 to customers of their business and marketing coaching programs. If you are a copywriter/marketer you’ve seen their ads and probably bought one of their products. They wrote one of the most swiped ads in the internet marketing space. And when the FTC came knocking, they had to hire an entire team, spending hundreds of thousands of dollars, just to comply with the FTC’s requests for documentation! This case study will put the FEAR OF GOD in you with regard to making income claims in your marketing and sales communication.

I Believe Compliant Copywriting is…

The #1 Skill You Can Learn This Year to Help Your Career

That’s why after the Copy Compliance Clinic YOU WILL:

• ✅ Write compliant copy for any type of media without harming your persuasion.
• ✅ Create the right “impression” in your copy, so you not only are legit in the eyes of the FTC, but you’re also able to attract better customers. (I’m just sharing the results I’ve had. These results are not typical. I just want to share my frameworks and methods.)
• ✅ Avoid the common phrases, practices, and offers that often put marketers in the eyes of the FTC, even if their product is ethical and their chargeback and refund rates are almost zero. And most importantly…
• ✅ Go out into the world and feel confident you can write copy WITHOUT putting yourself or your clients at huge risk, because YOUR COPY passes all the compliance tests.

This is what the Copy Compliance Clinic will do for you, for a one-time investment of $50.

So if PERSUADING people to buy from you in an ETHICAL, LEGAL way is a priority for you, join the Copy Compliance Clinic today.

I’m Ready to Buy ($50) →

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Here’s What You’re Getting

1. Copy Compliance Clinic workshop & notes
2. BONUS #1 – Alejandro’s proprietary Copy Compliance Checklist
3. BONUS #2 – Don’t F*** with the FTC: 10 Compliance Case Studies

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