FTC to Bloggers: DISCLOSE!

[Dave Farber <dave () farber net>]

Begin forwarded message:

> From: Jonathan B Spira <jspira () basex com>
> Date: October 5, 2009 15:34:08 EDT
> To: David Farber <dave () farber net>
> Subject: FTC to Bloggers: DISCLOSE!

> Dave
>
> More on the FTC/Blogger story:
>
> The Federal Trade Commission announced plans to require bloggers and  
> celebrity endorsers, an interesting mix if there ever was one, to  
> disclose what the FTC refers to as “material connections” (which  
> could be direct payments or some free products).  The revised FTC Gu 
> ides Concerning the Use of Endorsements and Testimonials in Advertis 
> ing specifically state that “the post of a blogger who receives cash 
>  or in-kind payment to review a product is considered an endorsement 
> ” therefore covered by this rule.  (Another revision requires compan 
> ies to disclose whether the findings of a research organization that 
>  conducted sponsored research are mentioned in an advertisement, the 
>  advertisement must disclose the connection between the two entities 
>  but this is fodder for another day and another column.)
> If bloggers want to be taken seriously, they can’t cross certain lin 
> es.  These lines include accepting fees or gifts in exchange for pos 
> itive “ink.”  <SNIP>
>
>
> http://www.basexblog.com/2009/10/05/ftc-to-bloggers-disclose-payments/
>
>
> Regards/Mit freundlichen Grüßen/Szívélyes üdvözlet/Cordialement/ 
> Cordiali saluti/Saludos/Vänliga hälsningar
>
> /s/ Jonathan
>
> Jonathan B. Spira
> CEO and Chief Analyst
> Basex, Inc.
> 8 http://www.basex.com



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