Whether you know it or not, much is being made of the updated FTC Guidelines governing endorsements and testimonial in the world of blogging and may other areas of social media. These FTC Guidelines as well as FCC rules and regulations stipulating the disclosure of "material consideration" involved have long been a part of everyday business in radio and TV. So it's nothing new to me.
As you might expect, many that use the openness of the internet to freely express themselves fear any type of regulation. I would never fault anyone who seeks to be vigilant when it comes to any kind of control of one's freedoms. However, I do scratch my head when some bloggers and social media types complain that something needs to be done about the many abuses of that openness, like pop-up advertising and spam, yet scream when they are asked to clearly disclose any compensation they may get for their opinions.
No matter where you fall on these guidelines, it's really quite simple...be honest and be open. Then you won't need worry about any of it.
With that in mind I thought I'd share this little excerpt from the BlogWell event I attended at General Mills not that long ago. Presented by the folks at GasPedal, the day long event showcased some interesting social media endeavors. It also gave Andy Sernovitz a chance to talk about ethics in the on line and interactive space.
My apologies for the audio quality. You'll need to listen carefully, but I think it's worth it.
What if...what if...what if... Sure we can spend all our time thinking about where a rule, regulation or guideline, and these are guidelines, will lead. But in doing so the main issue remains unchecked. (ah, politics)
The most important thing to keep in mind is the intent. History and time can't be altered...nor should it. However, your audience changes and there is some responsibility for you to make sure they are familiar with your history and credentials. There's no harm in that, is there?
Regarding overseas companies, it makes no difference. Transparency is universal. Ethics have no boundaries. You are the same person/brand no matter the geography or language.
I'm sure the FTC could care less what you tell your mother...Mike, is there something you're keeping from your mom?
Posted by: Phil | October 28, 2009 at 10:39 AM
Sure, honest and open is great, but where is the line drawn?
Do I need to go back and update posts about Windows 7 if I enter into an arrangement with Microsoft months after I first review the product? Someone reading it for the first time might not understand the situation.
What if I'm working for/with a company overseas? Does the regulation affect them, me, both of us, neither of us?
Do I need to start disclaiming financial arrangements in personal discussions? When I tell my mom about Product X from Client Y, will there come a time when the FTC is going to slap my wrist for not telling Mom I'm paid to think Client Y kicks ass?
Posted by: Mike Keliher | October 28, 2009 at 09:51 AM