New FTC Endorsement Guidelines Single Out Bloggers

iMediaEthics publishes international media ethics news stories and investigations into journalism ethics lapses.

Menu

Home » Advertising Disclosures»

The Federal Trade Commission has published the final version of its guide concerning the use of testimonials and endorsements in advertising.

Last updated in 1980, the guide now includes revisions for advertisers promoting atypical consumer results. As Brian Solis writing for TechCrunch/The Washington Post explains, “advertisers were allowed to get away with promoting unusually positive or outlier experiences in a testimonial as long as they included a disclaimer such as ‘results not typical.’ Long overdue, the revised Guides no longer allow this form of safe harbor.”

Of real concern, however, are new rules for writers using a blog platform to review consumer products.

According to the FTC’s press release, “the post of a blogger who receives cash or in-kind payment to review a product” — let’s say, a free movie screener or a review copy of a book — “is considered an endorsement.” And if you’re writing an endorsement, then you must disclose any “material connections” — that free screener or review copy — to your readers. This, of course, only applies if your review is positive. If you write a scathing screed, it’s pretty clear you’re not being influenced by the those material connections.

The guide includes examples of what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers. For example, the guide says that a college student “who has earned a reputation as a video game expert” and maintains a blog on gaming software and hardware must disclose to readers when he reviews a gaming system that he received for free (and the manufacturer has an obligation to advise the blogger to make this disclosure in any positive reviews). But the guide says nothing of critics who write for magazines, newspapers, or trade publications and receive free review products all the time.

Solis takes issue with this aspect of the updated guide. “While I agree with the need for disclosure in sponsored posts and tweets, the FTC’s inability to see blogging as a bona fide publishing channel comprised of expert writers and pundits in addition to those consumers willing to exchange content for compensation, is incredibly hazardous.” He continues, writing, “Since the FTC is reviewing incidents on a case-by-case basis, perhaps they will eventually realize the clear division between editorial and advertorial regardless of platform.”

Writing at PCMag.com, Chloe Albanesius thinks that because the FTC seems most concerned with bloggers who make false or misleading claims about a product, “It’s unlikely, therefore, that a positive review for the latest iPhone on a popular gadget blog would result in an FTC investigation.” But she’s sure to include a clause, reminding bloggers that they’re only safe, “provided that the blog reveals that Apple provided them with a free iPhone for testing purposes.”

Submit a tip / Report a problem

New FTC Endorsement Guidelines Single Out Bloggers

Share this article:

คาสิโน
sa gaming
tkb365
https://tkb399.com/login
ทดลองเล่นสล็อต
ทำความรู้จักกับ
PG
สล็อต
tkb138
sa gaming
https://www.hotelplayagolf.com/es/instalaciones/piscinas
tkb365
บาคาร่า
สล็อตเว็บตรง
บาคาร่า
ทดลองเล่นสล็อตฟรี
ทดลองเล่นสล็อต pg
สล็อตเว็บตรง
tkb138
ซุปเปอร์สล็อต
tkb138
tkb365
ทดลองเล่นสล็อต
changbet789
สูตรสล็อต pg ทดลองเล่นฟรี
สล็อต ดาวน์โหลด รับเครดิตฟรี
สล็อต
ทดลองเล่นสล็อต
tkb138
https://www.hotelalbora.com/
https://tkb108.co/register
tkb696
สล็อตเว็บตรง
changbet789
สล็อตทดลอง
pg
betflix
pg slot
สล็อต
pg slot
ทดลองเล่นสล็อต
sbobet
บาคาร่า
tkb138
https://titanium-hotel.com/
สล็อต
tkb138
taokaebet
tkb777
อันดับแรก
คาสิโน
changbet789
แจกเครดิตฟรี 100%
ทดลองเล่นสล็อตทุกค่ายฟรี
สล็อต
changbet789
tkb365
ทดลองเล่นสล็อต
changbet789
finfinbet
คาสิโน
changbet789
tkb108
tkbneko
สล็อต
สล็อต
สล็อต
https://www.gday96.com/
สล็อต888
สล็อต
PG
บาคาร่าเว็บตรง
changbet789
ทดลองเล่นสล็อต pg
ทดลองเล่นสล็อต
ทดลองเล่นสล็อตฟรี
tkb365
tkb365
tkb365
tkb555
tkb555
tkb555
tkb555
tkb555
tkb555
tkb555
tkbking
tkbking
tkbking
tkbking
tkbking
tkbking
thb889
thb889
thb889
thb889
thb889
thb889
thb889
tkb4
tkb4
tkb4
tkb4
tkb4
tkb4
tkb4
tkb9
tkb9
tkb9
tkb9
tkb9
tkb9
tkb9
tkb33
tkb33
tkb33
tkb33
tkb33
tkb33
tkb33
finfinbet
finfinbet
finfinbet
finfinbet
finfinbet
finfinbet
finfinbet
TKB96
tkb96
tkb96
tkb96
tkb96
tkb96
tkb96
tkbfun
tkbfun
tkbfun
tkbfun
tkbfun
tkbfun
tkbfun
tkbpg
tkbpg
tkbpg
tkbpg
tkbpg
tkbpg
tkbpg
tkbpussy
tkbpussy
tkbpussy
tkbpussy
tkbpussy
tkbpussy
tkbpussy
tkbrich
tkbrich
tkbrich
tkbrich
tkbrich
tkbrich
tkbrich
tkbsexy
tkbsexy
tkbsexy
tkbsexy
tkbsexy
tkbsexy
tkb777
tkb777
tkb777
tkb777
tkb777
tkb777
tkb777
taokaebet
taokaebet
taokaebet
taokaebet
taokaebet
taokaebet
taokaebet
tkbsexy
tkbrich
tkbpussy
tkbpg
tkbfun
tkb96
tkb33
tkb9
tkb4
thb889
tkbking
tkb555
tkb365
changbet789
บาคาร่า
คาสิโนออนไลน์
sa gaming
คาสิโนออนไลน์สด
สล็อต
สล็อต
สล็อตเว็บตรง
ทดลองเล่นสล็อต pg ซื้อฟรีสปิน
ทดลองเล่นสล็อต
บาคาร่า
สล็อต เว็บตรงไม่ผ่านเอเย่นต์ไม่มีขั้นต่ำ
ทดลองเล่นสล็อต
สล็อต
บาคาร่า
สล็อต
สล็อต
สล็อต
สล็อต
คาสิโน