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FTC Blog Disclosure Rules – In case you did not know, the Federal Trade Commission (FTC) has a list of rules concerning what blogs and bloggers disclose about how they are compensated for some of their work and how to disclose financial compensation for stories, reviews, and affiliate compensation on blog posts and other material connections. These rule changes affect testimonial advertisements, bloggers, and even celebrity endorsements.This could have direct impact on you and your blog if you are not currently disclosing if you are being paid or compensated in any way for your blog work. Sometimes, bloggers might not consider the work they are doing as compensated. However, these rules are written to protect the consumer and a consumer may think your blog is compensated in some way. Consider this quote from the FTC.gov website - “The revised Guides 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.” Better to be safe and disclose!
This includes things like free items you may receive and review in connection with your blog and likely even monies made through affiliate link clicks on your blog. To see the new rules Click Here! A quick overview of the new rules are available if you Click Here!
The FTC updated these rules in 2009 and published an informative paper linked here - “Guides Concerning the Use of Endorsements and Testimonials in Advertising”. We think example 8 of this guide explains the compensation rule for blogs better than most other online resources. This example better illustrates when a blog crosses the line from a simple review to an endorsement for a product while receiving compensation.It is especially important to review these FTC blog disclosure rules and bring your blog into compliance since noncompliance could cost you thousands of dollars and your blog reputation if you fail to comply. Several websites and other blogs have sifted through the rules and posted guides with how to bring your blog into compliance and have posted additional information. Take a look at the resources linked below -
http://www.ftc.gov/opa/2009/10/endortest.shtm - A short FTC blog disclosure rules overview by the FTC.http://www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf - The guide to the new rules along with examples of when you may need to disclose.http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf - The Federal Register publishing the Federal Trade Commission, 16 CFR Part 255, Guides Concerning to Use of Endorsements and Testimonials in Advertising.http://blog.disclosurepolicy.org/- An interesting blog on disclosure rules.
http://internet-law.lawyers.com/Truth-in-Blogging-New-FTC-Blog-Disclosure-Rules.htmlThis blog post is not intended to be all inclusive of the FTC blog disclosure rules, or other local, state, federal, or even international laws. You should seek legal advice before starting a blog or business and always conduct research to make sure your products and services as well as connections to compensation follow all rules and laws. Please visit our other posts at badmoneyblog.com and tell your friends!
