To help you comply with applicable laws, this policy outlines the disclosure requirements you must follow if you choose to participate in the BetterMouth’s Dental Professional Referral Program and discuss State & Lake Marketing, Inc. DBA BetterMouth. ("BetterMouth"), or its products or services in any forum (including social media, blogs, chat rooms, articles, talk shows, emails to patients or potential patients, and public appearances). These standards are based on the Federal Trade Profit Share's Endorsement Guides Concerning the Use of Endorsements and Testimonials in Advertising [1] and the FTC's related tips and guidelines [2]. Please review these documents and the standards below carefully.
When making statements about BetterMouth or its products or services in any forum, whether in video or written form, you must follow these guidelines:

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Do's

• Only make statements that reflect your honest beliefs, opinions, or experiences with BetterMouth and its products and services.
• Have adequate substantiation for any claim (explicit or implied) in your communication, levels of required substantiation varies by claim. For example:
  I never knew I needed to brushing my teeth first thing in the morning, I learned this while using the BetterMouth program - requires this to be a truthful personal experience.
• My patients who use BetterMouth have 20% fewer cavities - requires actual data that would show this to be an accurate statement.
• Clearly and conspicuously disclose your connection to BetterMouth in each of your communications about BetterMouth (whether online or offline, and across all platforms and channels).
• Use disclosures that catch the user's attention and are worded in a way that's easy to understand.
• Place disclosures at the beginning of a short communication. For lengthy communications, place disclosures at the beginning or close to the actual endorsement (but before any affiliate link).

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Don'ts

• Don't make (or share) false, deceptive, or misleading claims about BetterMouth, BetterMouth’s products or services, any competitors, or BetterMouth competitors' products or services.
• Don't make unsubstantiated claims about the performance of a BetterMouth product or service.
• Don't hide or bury your disclosure in footnotes, in blocks of text that people are not likely to read, in hyperlinks or on separate pages or posts (such as a separate profile page).

Example Social Media Platforms Disclosures:

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Facebook

• "As a BetterMouth ambassador, I..."
• "Sponsored by BetterMouth"
• "While I receive compensation for referrals all opinions are my own."

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X (Twitter)

• Approved hashtags "#sponsored", "#ad", "#paid" or "#BetterMouth-Ambassador"
• Place hashtag at beginning of post or before any affiliate link

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Instagram/Snap Chat/Pinterest

• Streams/Pinterest: disclosures should be visible without clicking, within the first three lines
• Stories/Snap Chat: superimpose disclosure on picture, make sure easy to read

Video Considerations

• Disclosures must be included at the start of the video, either visually or audibly (or ideally both)
• Audible disclosures must be said at a cadence the listener can understand
• Visual disclosures must be on screen long enough to be noticed, read, and understood
• For long videos, disclosures should be repeated every 3-5 minutes
• If there is on affiliate link in the written description for a video, a disclosure is also required there

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Comparison Claims

Do's

• Be truthful and accurately reflect the results of any comparison
• Make sure that all claims (express and implied) are adequately substantiated
• Disclose any material difference between the products
• Compare products under equivalent condition

Don'ts

• Imply that the other brand is in any way sponsoring or endorsing the advertisement (unlikely in this context, but important)
• Don't use the competitor's logo, name, or product more than necessary to identify the product or perform the comparison. Example: Highlighting the competitors logo at the top of your endorsement to draw attention to the advertisement

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BetterMouth may regularly monitor the internet and other media sources. BetterMouth reserves the right to suspend or terminate its relationship with you if BetterMouth determines (in its sole discretion) that you have violated this policy.

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This policy is effective immediately and was last updated on the date indicated above. BetterMouth reserves the right to amend this policy at any time.

FEDERAL TRADE COMMISSION

FTC's Endorsement Guides: What People Are Asking