Listen up bloggers and food writers - the FTC has revised rules governing "endorsements" and other forms of writing that are basically considered reviews. In short, if you get something for free (or are paid) and then endorse it in any format, including blogs, you have to state you were paid or got it gratis. For example, if we get something for free - BoozyNYC does not take free meals but sometimes get product samples - we are required to disclose this.
From the FTC themselves:
"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. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other "word-of-mouth" marketers."
More details here (short version) and here (super long version). In reality this will be hard to police since it relies on people to file complaints. But if someone does and you are guilty of non-disclosure, you can be fined. No word yet on how draconian fines will be.
From the FTC themselves:
"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. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other "word-of-mouth" marketers."
More details here (short version) and here (super long version). In reality this will be hard to police since it relies on people to file complaints. But if someone does and you are guilty of non-disclosure, you can be fined. No word yet on how draconian fines will be.
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