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Cornflower Blue · Oct 7th, 2009, 06:05 AM

Goodness only knows how the powers that be will be able to enforce this, but I'm glad that it's recognised if nothing else!

Bloggers to give full disclosure on freebies and cash for reviews

Bloggers who fail to own up about cash or goodies received for online reviews could face fines of up to $11,000 (£6,800) under new guidelines.

By Alex Spillius in Washington
Published: 11:12PM BST 06 Oct 2009

The US Federal Trade Commission is seeking to restrict the rampant and unethical online plugging of products and services, and to bring the blogosphere into line with traditional media, where editorial and advertising are, or should be, clearly separated.
Celebrities will also have to disclose their relationships with advertisers when making endorsements "outside the context of traditional ads, such as on talk shows or in social media", it said in a statement.
The commission acted after complaints from consumers who gradually became aware that companies were routinely paying online reviewers or giving them free products such as toys or computers or trips to Disneyland.
The guidelines, which come into force on Dec 1, state that "bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service".
With the public increasingly dependent on product information over the internet, rewarding bloggers, who start out as hopeful amateurs, has been seen by companies as a fast-growing and effective marketing method.
The burgeoning number of blogs for women and mothers has been keenly targeted by industry. Earlier this year, Swiffer, a line of Proctor & Gamble cleaning products, treated bloggers at the first BlogHer conference to "an evening of pampering, complete with manicures, pedicures and 'clean-tinis'" according to the press release.
In other cases, Microsoft in 2006 sent £1,300 Acer laptops to dozens of bloggers as it launched its new Vista operating system.
The blog JessicaKnows.com - "Digital Influencer, Marketing Strategist, Creative Thinker" - reviewed a Ford Flex, calling the vehicle "a head-turner" during a week's test drive.
"We loved the no-cap fuelling port, the lighted-cup holders with removable inserts, and the awesome sound system," wrote Jessica Smith, who was soon rewarded by Ford with the use of a car for a year.
In a "disclosure" section on her blog, she admits to receiving payment, gifts and services for reviews, but said they "will never influence the content, topics or posts made in this blog".
Researchers at the University of Pennsylvania identified 271 medical blogs written by doctors, nurses, and medical interns which promoted health care products donated by pharmaceutical firms.
Jack Gillis, a spokesman for the Consumer Federation of America, said the FTC had not gone far enough to protect consumers from unethical bloggers, while experts said enforcement could prove problematic.
"There's tremendous opportunity to steer consumers to the wrong direction," he said.
It is not yet clear how the FTC will require disclosures to be made.

http://www.telegraph.co.uk/technolog...r-reviews.html

ssc0619 · Oct 7th, 2009, 07:42 AM

I think this is a great idea, but impossible to enforce!

Oct 7th, 2009, 06:05 AM	#1
Cornflower Blue OP Member Joined: Feb 2008 Posts: 4,329	Bloggers to give full disclosure on freebies and cash for reviews Goodness only knows how the powers that be will be able to enforce this, but I'm glad that it's recognised if nothing else! Bloggers to give full disclosure on freebies and cash for reviews Bloggers who fail to own up about cash or goodies received for online reviews could face fines of up to $11,000 (£6,800) under new guidelines. By Alex Spillius in Washington Published: 11:12PM BST 06 Oct 2009 The US Federal Trade Commission is seeking to restrict the rampant and unethical online plugging of products and services, and to bring the blogosphere into line with traditional media, where editorial and advertising are, or should be, clearly separated. Celebrities will also have to disclose their relationships with advertisers when making endorsements "outside the context of traditional ads, such as on talk shows or in social media", it said in a statement. The commission acted after complaints from consumers who gradually became aware that companies were routinely paying online reviewers or giving them free products such as toys or computers or trips to Disneyland. The guidelines, which come into force on Dec 1, state that "bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service". With the public increasingly dependent on product information over the internet, rewarding bloggers, who start out as hopeful amateurs, has been seen by companies as a fast-growing and effective marketing method. The burgeoning number of blogs for women and mothers has been keenly targeted by industry. Earlier this year, Swiffer, a line of Proctor & Gamble cleaning products, treated bloggers at the first BlogHer conference to "an evening of pampering, complete with manicures, pedicures and 'clean-tinis'" according to the press release. In other cases, Microsoft in 2006 sent £1,300 Acer laptops to dozens of bloggers as it launched its new Vista operating system. The blog JessicaKnows.com - "Digital Influencer, Marketing Strategist, Creative Thinker" - reviewed a Ford Flex, calling the vehicle "a head-turner" during a week's test drive. "We loved the no-cap fuelling port, the lighted-cup holders with removable inserts, and the awesome sound system," wrote Jessica Smith, who was soon rewarded by Ford with the use of a car for a year. In a "disclosure" section on her blog, she admits to receiving payment, gifts and services for reviews, but said they "will never influence the content, topics or posts made in this blog". Researchers at the University of Pennsylvania identified 271 medical blogs written by doctors, nurses, and medical interns which promoted health care products donated by pharmaceutical firms. Jack Gillis, a spokesman for the Consumer Federation of America, said the FTC had not gone far enough to protect consumers from unethical bloggers, while experts said enforcement could prove problematic. "There's tremendous opportunity to steer consumers to the wrong direction," he said. It is not yet clear how the FTC will require disclosures to be made. http://www.telegraph.co.uk/technolog...r-reviews.html
Cornflower Blue OP Member Joined: Feb 2008 Posts: 4,329

Oct 7th, 2009, 07:42 AM	#2
ssc0619 Some 'Splainin to Do Joined: Mar 2009 Location: New York Posts: 6,015	I think this is a great idea, but impossible to enforce!

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