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The Federal Trade Commission (FTC) has passed new rules on social media content that will go into effect December 1, 2009. The rules are aimed at protecting consumers who read a blog about a product that presents itself as an editorial, when the “blogger” has actually been paid to promote the product and/or has been given the product for free.
This actually goes around a lot in the blogosphere – bloggers getting paid to promote products on blogs or other social media sites (such as Twitter). If you’re one of them (blogger or marketer), here are a few things to keep in mind when endorsing a product or service (in a blog, tweet, etc.):
- You must disclose when you are being compensated for writing about a product, whether you are being paid for the endorsement or have been give free sample of the product.
- Be truthful and certain that your statements can be substantiated.
- Speak from actual experience – don’t just regurgitate the sponsor’s marketing jargon if it isn’t an actual experience or your own opinion.
Failure to follow the rules will result in a substantial fine! Be careful out there!
Contact KEO Marketing for more information about social media and blogging.
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