Earlier this month the FTC decided that there should be more rules and regulations in blogging (and other new media platform). The FTC put bloggers on notice that they could incur a fine in the receive free goods, free services, or money and write about the goods or services without conspicuously disclosing their “material connection”to the provider. The FTC guidelines extend even to Facebook and Twitter posters. So as a blogger I have to spell out my relationship with anyone I write about. Check this out:
According to the revised rules, ”the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. A blogger can, however, accept a free sample of a product for review purposes without disclosure that the product itself does not have such a high value that would make its receipt material (e.g., a car).” There’s nothing in the rules that specifies how the disclosure must be made.
“That’s left up to the endorser,” said Richard Cleland, assistant director of the FTC’s division of advertising practices. “It can be a banner, part of the review. The only requirement is that it be clear and conspicuous.” The new rules go into effect Dec. 1. There are no penalties directly associated with violating the rules. Ummm, ok. But if a blogger constantly breaks them, the FTC could seek a cease-and-desist order. If a blogger is thus ordered but continues to break the rules, it can run into real money. The fine for violating an order is up to $11,000 per incident.
Not sure how this is going pan out. And I’m interested to see just how the FTC plan to regulate and enforce this with soooo many blogs out here. Good luck with that! Check out the official stuff here. I do have a disclosure page on my site which is about as good as it’s gonna get for me. Fellow bloggers, grab your own at http://www.disclosurepolicy.org
