I have worked with many companies running these sorts of campaigns (I do work with a startup that tracks online engagement marketing) and have found that companies that are upfront and honest in their efforts tend to get better results than those that pretend to be regular people or pay people to pretend they like a product. Disclosure and honesty are unfortunately foreign concepts to many advertisers, but they are slowly catching on.
I don't like this regulation or think it is necessary, but it may actually do some good for the consumer.
I always wonder: "How can they enforce such laws without putting police officer behind everybodys back 24/7 ?" and if they can't why do they come up with such laws?
That one doesn't require having a policeman behind everyone's back, at best it means that someone is going to be looking at the most blatant instances of "$product is awesome, best $category evah!!!1!!!" posts and calling around to see if the blogger received compensation or product. I'm not sure but I think an FTC investigation has power of subpoena to get at payment records, etc.
So basically, you need to make sure that if you blog about a product or service you received for free; that you disclose the fact that you received it. The fact that it's backed with a very stiff fine somewhat underscores the seriousness with which the FTC views deceptive marketing tactics.
I hope that the people tasked with enforcing this are allowed the discretion to apply their judgment to individual cases. Because I can see this being missaplied, and I can see considerable confusion. And certainly, no one should be on the hook for $11,000 for saying they like their local pizzeria because they once had a coupon for a free pizza. On the other hand someone who is an authority in their field knowingly promoting sub-standard products because they are getting paid should be held to account for their misrepresentations.
[+] [-] jrockway|16 years ago|reply
[+] [-] tptacek|16 years ago|reply
[+] [-] decultured|16 years ago|reply
I don't like this regulation or think it is necessary, but it may actually do some good for the consumer.
[+] [-] pplante|16 years ago|reply
[+] [-] scotty79|16 years ago|reply
[+] [-] olefoo|16 years ago|reply
So basically, you need to make sure that if you blog about a product or service you received for free; that you disclose the fact that you received it. The fact that it's backed with a very stiff fine somewhat underscores the seriousness with which the FTC views deceptive marketing tactics.
I hope that the people tasked with enforcing this are allowed the discretion to apply their judgment to individual cases. Because I can see this being missaplied, and I can see considerable confusion. And certainly, no one should be on the hook for $11,000 for saying they like their local pizzeria because they once had a coupon for a free pizza. On the other hand someone who is an authority in their field knowingly promoting sub-standard products because they are getting paid should be held to account for their misrepresentations.
[+] [-] ScottWhigham|16 years ago|reply
Oh wait - this isn't digg or reddit so maybe it is...
[+] [-] JDigital|16 years ago|reply
[+] [-] unknown|16 years ago|reply
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