All About Content

Paid Bloggers Required to Disclose

Posted by Melanie Phung on Thursday, December 21, 2006 at 9:28 pm

The Federal Trade Commission last week issued an opinion that bloggers being paid to engage in word-of-mouth marketing must disclose that relationship. According to the Washington Post, WOM advertising is already covered under existing FTC regulations that govern commercial endorsements. The opinion meant to clarify that “such marketing could be deceptive if consumers were more likely to trust the product’s endorser ‘based on their assumed independence from the marketer.'”

Mary K. Engle, FTC associate director for advertising practices. “We wanted to make clear … if you’re being paid, you should disclose that.”

On Monday, PayPerPost sent its bloggers an email titled “PayPerPost Requires Disclosure / by Marketplace Participants”

Company Follows Disclosure Policy.org Launch with Transparency Mandate

ORLANDO, FL ā€“ PayPerPost, the leading marketplace connecting marketers with bloggers, videographers, photographers, podcasters and social networks, announced the second phase of its full disclosure model, whereby participating Consumer Content Creators are required to disclose their sponsored status. The new Terms of Service, effective today, will bring greater transparency to the growing Consumer Generated Advertising industry.

Read the full release here

I’m signed up for Blogsvertise, PayPerPost and ReviewMe. PayPerPost is the only service that emailed me about the new requirement (although ReviewMe already had this requirement in place).

Comments (1)

Category: Monetizing,Paid Content,Social Media

1 Comment

Comment by fabian trudeau

Made Tuesday, 26 of December , 2006 at 4:11 am

I think it is fair that FTC extends the “disclosure” requirement to online bloggers to prevent deceptive “word of mouth” advertisements. Products and services promotions in newspapers, radio and TV broadcastings have been clearly marked as “paid advertisement”.

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