I <a href="http://affiliate-blogs.5staraffiliateprograms.com/3473/bloggers-affiliates-ftc-disclosure.html">reported back in June</a> that the FTC was planning to revise their "Guides Concerning the Use of Endorsements and Testimonials in Advertising" which address testimonials by consumers or celebrities, as well as the disclosure of material connections between advertisers and endorsers or reviewers.
<strong><a href="http://ftc.gov/opa/2009/10/endortest.shtm">Today the FTC released the revised guidelines</a></strong> which were approved 4-0. There are two primary areas covered and both affect affiliates who use testimonials or review and/or recommend products.
<strong>I'm especially concerned with the reviews and endorsements issue. The FTC does not state HOW disclosure needs to take place. Much of the wording focuses on bloggers, but they also mention "other word of mouth marketers" which certainly would include affiliates.</strong>
The new <strong><a href="http://ftc.gov/opa/2009/10/endortest.shtm">FTC Rules</a></strong> do not state when they go into effect, but some news reports I read say the guidelines go into effect December 1st.
<strong>TESTIMONIALS</strong> "Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect."
<strong>REVIEWS & ENDORSEMENTS</strong> "These examples address what constitutes an endorsement when the message is conveyed <strong>by bloggers or other ?word-of-mouth? marketers</strong>. The revised Guides specify that 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."
<strong>News Coverage:</strong>
<strong><a href="http://www.google.com/hostednews/ap/article/ALeqM5hkwZoioSbjzxT0I75HWiZSvFrAXAD9B502N80">FTC: Bloggers must disclose payments for reviews</a></strong>
<strong><a href="http://mashable.com/2009/10/05/ftc-blogger-endorsements/">FTC to Fine Bloggers up to $11,000 for Not Disclosing Payments</a>
<a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114817">FTC Clamps Down On Ad Testimonials</a>
<a href="http://www.nasdaq.com/aspx/stock-market-news-story.aspx?storyid=200910051220dowjonesdjonline000311&title=ftc-toughens-endorsement-rules-for-celebritiesbloggers">FTC Toughens Endorsement Rules For Celebrities, Bloggers</a></strong>
<strong><a href="http://ftc.gov/opa/2009/10/endortest.shtm">Today the FTC released the revised guidelines</a></strong> which were approved 4-0. There are two primary areas covered and both affect affiliates who use testimonials or review and/or recommend products.
<strong>I'm especially concerned with the reviews and endorsements issue. The FTC does not state HOW disclosure needs to take place. Much of the wording focuses on bloggers, but they also mention "other word of mouth marketers" which certainly would include affiliates.</strong>
The new <strong><a href="http://ftc.gov/opa/2009/10/endortest.shtm">FTC Rules</a></strong> do not state when they go into effect, but some news reports I read say the guidelines go into effect December 1st.
<strong>TESTIMONIALS</strong> "Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect."
<strong>REVIEWS & ENDORSEMENTS</strong> "These examples address what constitutes an endorsement when the message is conveyed <strong>by bloggers or other ?word-of-mouth? marketers</strong>. The revised Guides specify that 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."
<strong>News Coverage:</strong>
<strong><a href="http://www.google.com/hostednews/ap/article/ALeqM5hkwZoioSbjzxT0I75HWiZSvFrAXAD9B502N80">FTC: Bloggers must disclose payments for reviews</a></strong>
<strong><a href="http://mashable.com/2009/10/05/ftc-blogger-endorsements/">FTC to Fine Bloggers up to $11,000 for Not Disclosing Payments</a>
<a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=114817">FTC Clamps Down On Ad Testimonials</a>
<a href="http://www.nasdaq.com/aspx/stock-market-news-story.aspx?storyid=200910051220dowjonesdjonline000311&title=ftc-toughens-endorsement-rules-for-celebritiesbloggers">FTC Toughens Endorsement Rules For Celebrities, Bloggers</a></strong>