FTC vs. Blogging

It's not a surprise that the Federal Trade Commission wants to slap restrictions on blogging. After all, as mush as the online journalism field has grown, the FTC feels the need to "respond to the needs of consumers" who spend an increasingly amount of time on the Internet.

The guidelines state that bloggers must disclose information related to the receiving of products in exchange for blog reviews. So basically, this puts blogging in the same category as broadcasting, newspapers, and other publications that adhere to FTC regulations--really?

The FTC's actions arose because more companies are using blogs to generate viral marketing Thus, the government steps in to protect consumers and make them aware of when they are being targeted for product consumption.

The regulations are aimed at bloggers who buddy-up with advertisers. This is the case with bloggers writing positive reviews for Wal-Mart, Fort Mort Co. and Microsoft after recieving products from the companies. Oh, and if these ad-bloggers don't supply a written disclosure for readers, they will have to fork up as much as $11,000 per violation.

The regulations could also have an impact on PR firms who give bloggers free merchandise. But Ted Murphy, found of IZEA Inc., says it could have positive affects because "disclosure and transparency are key to making this social media space sustainable."

The FTC mainly wants to establish an honest relationship between reader and blogger. So if you are supported by an organic diaper company, say it and be proud!

However, First Amendment advocates claim that, like other publications, bloggers should be able to self-regulate themselves in terms of editorial content. Therefore, they should not even accept gifts in exchange for reviews.

But let's face it, new media is in a world of its own. With information being tweeted, linked, e-mailed and posted every second, how does one police themselves? According to Gregg Leslie, the legal defense director for nonprofit Reporters Committe for Freedom of the Press, it begins with good journalism; and stated that this issue "is not the government's business to regulate."

So take that FTC!

Source: http://global.factiva.com/ga/default.aspx?imt=2&ao=5&aod=0