The FTC… Making Sure We Know We’re Not Celebrities
October 8, 2009 | By Caitlin McCabe |
Turn Here is a guest column by Caitlin McCabe who blogs over at Smile Like You Mean It and is into architecture, social media, and irreverence.
I am not at all shocked by the recent rules put into effect by the FTC regarding bloggers disclosing their endorsements.
I’m not shocked because every time I read a mommy blogger or beauty blogger talk about how great this or that product is, I have to wonder if the company sent them that item for free. Did Cuisinart send them the blender they love so dearly or do they really love it? I mean, would you tend to review something more favorably if it came for free? What about if someone actually paid you to write the positive review?
Also, I’m curious as to which bloggers are getting free stuff and which are just reviewing in hopes of getting free stuff…. and who are the ones reviewing things they genuinely like. Honestly, I have seen some pretty damn good bloggers go down in flames because of over-endorsement in their posts.
For the record, no one sends me free stuff. Maybe because I swear in my posts or maybe it’s because I’m generally poking fun of advertising. Maybe it’s because I have strange taste. Who knows.
So for my curiosity about who is getting free stuff, I kind of like this rule. That said, there are a LOT of things I don’t. For example, celebrities.
Side note: I have celebrities on my mind as I’m writing this post in LA, the mother-ship of free celebrity schwag and I’m more or less surrounded by people that make me feel poor and not cute which is, I’m pretty sure, the goal of most beauty advertising. Should you want to see a 45 year-old with a 20 year-old body wearing tights – not pants – this is your place.
Anyway, product companies send celebrities free items all the time and then tell magazines that Sharon Stone loves their jeans. In fact, celebrities have been doing the “subtle endorsement” for years and years fueled by the gossip rag industry. Now bloggers start to get in on the fun and suddenly we need a rule about it.
To make the FTC rules simple, you basically have to remember one thing: if it was sent to you for free or if you’re being paid to write about it, then you have to tell your readers. Most bloggers that I know are pretty protective of their readers and would disclose this kind of information in a heartbeat with or without a rule. Most bloggers respect their followers enough to tell them honestly what they think of a product so this would never be a problem. This rule is to stop the type of “pay-per-post” blogging that I have learned to dislike. If you’ve ever ended up on such a blog by accident you can tell right away.
If you’re really worried about this rule consider this: How in the world is the FTC going to police the millions of blogs out there?
Great post Caitlan! I guess I either don’t follow bloggers that promote things or they are so good at it that I don’t realize they are doing it. How do I get in on this free stuff???
Comment by Joe Lavelle — October 8, 2009 #
Love your thoughts on this. I agree, I’d be totally open to disclosing anything I got for free – heck, I don’t care! What I do care about is that innocent blogger who just doesn’t know better (or forgot for a moment) and gets slammed with a fine from the FTC to set an example. Maybe I’m extreme thinking on this, but that’s my main worry.
Comment by Crystal — October 8, 2009 #
It’s funny, I usually agree with Caitlin, but on her first post here, I don’t so much. Ha. Perhaps because I interact with mom bloggers so much for my position, but I do think there needs to be regulation, not so much for the bloggers, but for the companies trying to build relationships with them. These companies are making money off of the reviews and that’s why information needs to be disclosed, for protection of the blogger and the consumer.
Comment by Rebecca Thorman — October 8, 2009 #
Crystal – I’m afraid that the FTC will make a “Napster style” example out of some smaller bloggers with $11,000 fines.
Rebecca – I think part of it that I disagree with is that they are holding bloggers liable for their reviews. For example if a blogger uses a cream and claims it cures her dry skin then they will go after the blogger for making a false claim.
Comment by Caitlin McCabe — October 8, 2009 #
Love the title and love Caitlin’s column over here. Collaborating ladies – I like.
I saw this coming. It has been talked about a lot. I work with a lot of mommy bloggers as well, so I see both sides of the argument. I’m curious as to how this will be really regulated. The internet is so vast and I know there is talk about regulation, but it seems like it will be unfair. Like Crystal said, someone may not even realize and the FTC will quite literally screw them.
However, I don’t see anything wrong with being honest about receiving something for free. The bloggers that already include disclaimers and are honest do it right (in my eyes). Honesty is the best policy here. I just see it hard to regulate something as oscillating and vast as blogging/bloggers. Mistakes happen and when no one “owns” your blog, but yourself and then the big bad FTC steps in, it might change the blogging game. Who knows.
This will no doubt be interesting as it unfolds.
Comment by Grace Boyle — October 9, 2009 #
The thing that gets me is when writers become industry insiders rather than outsiders. And getting anything for free completely changes how you view it versus buying it yourself or discovering it – I feel like it’s 400% more meaningful if you went and sought out a product, and then let people know about that. There’s still value in telling me about the free thing, but it’s not the same. Unless I REALLY trust that blogger.
That trust thing is what makes me skeptical when writers become industry insiders versus outsiders. Eventually it happens, if you cover an industry long enough, right? And when you start considering how those relationships affect what you’re writing about, your readers tend to see it in the writing. I’ve seen it happen with several prominent writers in different industries.
Also Rebecca it’s awesome that Caitlin is here doing some guest articles, good stuff
Comment by Royce Hadden — October 9, 2009 #
@ Grace – Thanks! I’m excited about collaborating with Caitlin too : ) It’s interesting to me that several of you have brought up how the ruling will be regulated vs whether or not it’s right. And I guess in that case, I can certainly see Caitlin’s point. I think you’re right… it will definitely be interesting to watch unfold.
@ Royce – Interesting viewpoint, thanks for sharing! I’m not sure if getting something for free changes my viewpoint. I get books all the time for free and most of them suck. So I just don’t write about them. Most bloggers know that your community comes to you for a reason, and you can’t validate that trust. But I do know what you mean when you say it’s easy to become an industry insider and lose your focus. Most bloggers don’t blog long enough to have this happen though, ha.
Comment by Rebecca Thorman — October 12, 2009 #
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