Federal Trade Commission has concentrated effort on “Blogger Payola”. This bureau, which secures consumers against misleading business practices or fraud, voted 4-0 to revise its guidelines covering advertisements, and the latest guidelines necessitate bloggers to evidently disclose any kind of “material connection” to an endorser, counting in fees for the promotion or free merchandise.

This is the primary move ever since in 1980 that FTC will revise their regulations with regards to the application of testimonials and endorsements in advertising. Additionally, the latest FTC guidelines mention about celebrity endorsers can be seized legally responsible for the phony statements about an item, and the entire advertisements must involve effects that consumers can expect in general. In the past, an advertiser could protect their assertions through the disclaimer, the effects are not usual.

However, this newest regulations of bloggers are the mainly extensive effort to trample some rules of conduct on the industry of blogging, which generally functions based on informal codes as well as the concept that unreal bloggers counting in the ones who are not revealing commercial relations will undergo the online court of public opinion.

This new policy will be effective on December 1, and the penalties involve $11,000 for the fine on each violation. FTC was not particular about how the disclosures must be done but the judgments would be on case-to-case basis.

Regulations for All

Particularly involved in the latest regulations is the application of social networking sites like Twitter and celebrities who endorses a product. Now, that is prohibited except that the commercial affiliation is disclosed. It also involves the celebrity mentions of the merchandises in other sorts of media, like the talk shows.

The latest policy on blogging would be the most extensive influence. In effect, this the foremost regulations compelled on general audience that do not necessitate access to print, TV or radio to issue opinions or make personal media channel.

This government bureau has been evaluating its almost 40 year old regulations on endorsements and testimonials for the future, and marketers are really waiting for the revision. The newest guidelines for social media are reasonably constant with the preexisting standards that have affected the conventional structures of advertising.

Making Everything Transparent

Now that everything has been settled, the regulations are relatively clear, as legal divisions of huge brand names do not favor ambiguity. If the consumer’s view has been significantly influenced by the marketer, then it must be revealed. The consumer’s opinion must only be restricted to his own personal experience.

Within the documentation of the latest guidelines, FTC has provided a lot of hypothetical situations, counting in a college student who keeps a blog site wherein he posts anything about his game play experiences. If this student will acquire a console from a particular gaming company and puts up his review, the blogger must evidently and conspicuously reveal that he acquired the game console for free.

The guidelines also involve posts on other review sites like Yelp or the online stores like Amazon, where a blogger is compensated in any method.

This entry was posted on Tuesday, October 6th, 2009 at 8:48 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.