It’s been nearly 30 years since the Federal Trade Commission updated its guidelines for marketers and advertisers, and the agency is looking at revising the guidelines so that those who promote or review products follow the laws governing truth in advertising. The new rules are designed to bring greater truth and disclosure to blogs, TV ads relying on testimonials and social media.
8 types of sponsored conversations that require disclosure :
1. Access: bloggers given access to companies, behind the scenes looks, etc. that the everyday citizen would not get.
2. Incentive: discounts for products, travel, etc.
3. Thank You: Brand sponsors a post or blog and the blog publishes a thank you.
4. Product Demo: Bloggers are allowed to demo unreleased products, or released products without paying for them.
5. Advertorial: An editorial functioning as an ad for a product or service.
6. Paid Reviews
8. Payola: get paid to write about something.
Some other factors the FTC uses to identify sponsored posts/blogs (endorsements):
1. Length of relationship with advertiser
2. Receipt of similar goods from same or similar companies
3. Value (how much is endorsement worth-car vs. $50 gist certificate)
All of these types of posts would require disclosure as sponsored posts under new FTC guidelines.
The FTC 81 page download on their web site outlines the new rule changes and examples that describe your obligations.
Blogger Disclosure - You can generate your own disclosure policy free of charge at disclosurepolicy.org
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