October 5, 2009

FTC: Bloggers Must Disclose Endorsements

A few months ago, I posted about a Blogger Code of Ethics in which bloggers who receive goods or services and then write about them, should disclose this fact to their readers. It’s not an unrealistic expectation because perceptions change when you know whether the writer is benefitting from what they are writing about. Objectivity may change if a blogger thinks the pipeline of goods and services might stop.

The US Federal Trade Commission has announced that bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. If they do not, the FTC may levy a fine of up to $11,000.

Here’s more:

“The revised Guides also add new examples to illustrate the long standing principle that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement.”

A link to the announcement is here.

In the interest of full disclosure, I was given the most beautiful faux tortoise shell box by my friend David Wiesand yesterday. I had tried to make my own box, but David’s was so much more beautiful. 10-5 007 Can you tell which is which?

Thanks to my friend Julie for telling me about the FTC alert.

17 comments:

  1. And I am thanking you for telling me.

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  2. why no link to this announcement?

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  3. I heard about it this afternoon and posted it via Twitter. It will be interesting to see who complies.

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  4. Meg, fascinating and you are always on the pulse!Thanks for that.I don't have any worries in this direction-and your box is damn good. GT

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  5. ...e... there is a link to the announcement. it's right above the paragraph beginning 'in the interest...'

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  6. I have always wondered about the unspoken sponsorship that seems to be on a few blogs. I'm not sponsored by anyone and feel like I have to write that any time I write a post about a business.

    I don't know how people get the sponsorship thing going...whether they approach companies or companies approach them.

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  7. to paraphrase habitually chic, who posted on this tonight as well, i WISH i had a sponsor! outside of the book on VW you sent me and the domino book that chic sent me, i haven't ever received anything as a result of my blog. not even an extra discount at the stores i've talked up! (and do gifts from friends,like the books or your lovely box, even count)? oops- take that back- i have a sponsored ad for a printing company, but i've never talked up their merch, so i think i'm cool...

    and note to any and all potential sponsors: please visit maison21, he will work for cash and prizes. ;-)

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  8. your box is on the right, :)

    I agree - I only wish I was getting paid for all this. that would be nice! I mean - if you get a free book, I guess that is pretty obvious - but if they want to fine me that for a book - go right ahead.

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  9. ok-Now I want ON that BOOK LIST everyone talks about getting gratis. Gifts from friends (and I mean blogger friends) are a different thing- it would be tainting the sentiment to disclose that someone had been bestowing gifts upon me because they are crazy about my blog. GT

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  10. David's box is beautiful but yours is pretty darned impressive.

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  11. As soon as I read about this I thought of you and your post a few months ago. I thought your post then, as now, was very informative. I like to think I don't follow any bloggers who blog about (secret) gifts/endorsements that they receive. And while gifts from bloggers are entirely different, you graciously thank those givers directly too.

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  12. Ethics for all, but that beautiful, and you know I love it, box for one only. So glad you were given back a little of which you have so freely shared. Maybe a place to store Connor treats?

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  13. lol. I love your full disclosure. I just blogged about this issue on Sanity Fair - it goes so far beyond blogging (and just keeping folks in line).

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  14. I saw this on Liberty Post as well. They get you coming and going don't they? I do agree it is nice to know if someone is getting a freebie if they are writing a glowing report. I always wonder in the back of my mind if I DO give a glowing report (which I often do,since there is a lot of stuff out there I like and that is what I write about) , will people be thinking I got the book, candle, etc. for free? Maybe I will have to start saying "...and NO...I did NOT get this for free!" Couldn't hurt I guess.

    And I like both boxes! :)

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