Proposed FTC Guidelines
This week many bloggers are discussing new FTC guidelines that may go into effect later this summer. Guidelines designed to require that bloggers disclose when they are compensated for reviewing or recommending products or services, as well as giving the FTC more power to go after those who make false claims about recommended products. It’s currently unclear, but many believe these guidelines will apply to affiliate links as well.
My Reaction
My first reaction to the news was one of disbelief that people don’t already know that many bloggers and review sites are compensated in some way. But I have to remember that there’s a whole world separate from the Internet Marketing and work at home community I’ve been a part of for so long. Many people coming online for information don’t know what an affiliate program so how could they realize that many of the links they click are affiliate links? I myself have occasionally wondered whether a frequently recommended and praised product or service is really all that good or just heavily endorsed because of it’s generous affiliate program.
Other Questions
Some question whether additional guidelines are needed, saying that there are already laws regarding deceptive marketing. Additionally, many think we should be able to police ourselves and that disclosure is simply good business. And there are those who think the guidelines will be of benefit to both consumers and bloggers and help instill trust.
For me, there’s still the huge question of how on earth can the millions of blogs in existence be monitored. My guess is that it’s the companies who pay for endorsements that will end up being monitored and in turn, they’ll require disclosure in order to participate in their programs. Others have asked how it will effect the blogger who is in the habit of casually recommending a product or service they’ve used. Will they be under scrutiny even when they aren’t being compensated?
My New Disclosure
In the interest of complete transparency and compliance there is now a link at the top of this page to my new disclosures section. There’s always been a statement in my website terms of use indicating that I use affiliate links, but now the information is front and center. I don’t think I’ll change anything about how I choose and recommend products and services, it will just be more clear when I may be compensated as a result.
What do you think?
Are you making any changes in the way you blog or link to products? Please comment.
You might also like these posts:
Affiliate
link (
June 28th, 2009 at 7:17 AM
And how do they intend to police the millions of blogs out there, what about blogs hosted in other countries?
June 29th, 2009 at 10:15 AM
Hi Allan and thanks for your comments. When I first heard about the new FTC guidelines I thought the same thing about the impossibility of policing all the blogs out there. My guess is that it’s the companies paying for reviews that will be policed and many will likely respond by discontinuing the practice simply because monitoring it is just too expensive. It will be interesting to see how it all plays out.
October 6th, 2009 at 3:51 PM
This will be interesting. I belong to a community of bloggers that host giveaways, and recommend niche shopping sites or products. None of us has a compensation disclosure noted. I am wondering how this will effect how we share amongst ourselves, only time will tell.
October 9th, 2009 at 6:03 PM
Hi Wendy. Yes, I think a lot of people are wondering exactly how it will effect many different kinds of blogs. Earlier this week the FTC announced the final guidelines regarding endorsements and testimonials. (Find the information at FTC.gov.) I can see the benefit of disclosure and will certainly comply, but there’s always the question of how to…