New FTC Blogging Rules Support Bloggers’ Best Intentions
Several months ago, the blogging world was shocked that the FTC was airing new guidelines that would require bloggers to disclose any paid endorsements or other in-kind benefits they have received in return for blogging about specific products or services. Now that the guidelines are published, they seem less ominous and, frankly, are no different than false advertising guidelines for other mainstream media.
Most true bloggers are not out to mislead the public about the quality of products they encounter. In fact, the traditional blogging community has prided itself on self-patrolling blogs and viral media sites to maintain the authenticity of this new medium. Remember three years ago when St. Louis-based Zipatoni launched a fake YouTube rap video that was supposed to be done by two young guys using their musical talents to convince their moms to buy them each a much-desired Sony PSP? When Sony and its ad agency were found to be the genius behind the video, there was a huge backlash against Sony for using viral marketing in a dishonest manner. (Oh, and Zipatoni lost the prominent account, too.) In the blogosphere, there have been many cases of bloggers losing their credibility as well when the things they gush about are obviously too good to be true.
Most bloggers would be appalled if their brethren began accepting the equivalent of bribes to start promoting products they didn’t really believe in. I think the FTC actions were originally interpreted by honest bloggers as criticism of bloggers’ integrity, and they were offended that the government had to step in and patrol the blogosphere, just as it patrols other media that have already sold out to sponsors.
But just like any popular media, blogging has become the target of numerous companies that way to harness the power of popular and powerful bloggers. I myself have worked with companies that have offered free merchandise or discounts to bloggers who agreed to try their products or services and give a positive review. (I’m not sure positive review was explicit, but it was certainly implicit.) The good news is that we can still tap into the important blogging community — but now the bloggers will be legally obligated to disclose if they were compensated in any way if they do receive something for their time and consideration.
But in the honest world of blogging, wouldn’t we do that anyway?