TIMES ONLINE: American bloggers will be forced to declare any interest in products reviewed or discussed in their blogs under new rules announced on Monday by the Federal Trade Commission.
The FTC’s revisions to its existing guidance are intended as an aid to advertisers to keep their work within the FTC Act, part of which covers endorsements by consumers, experts, organisations, and celebrities, as well as the disclosure of important connections between advertisers and endorsers. They will come into force on December 1 this year.
In a statement, the FTC said that its revised rules “also add new examples to illustrate the long standing principle that ‘material connections’ (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed… while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service.” >>> Nigel Kendall, Technology Editor | Tuesday, October 06, 2009
