In an article that surfaced earlier this week, Associated Press Business Writer Deborah Yao explains that the Federal Trade Commission might soon start monitoring blogs for “sponsored” reviews. In other words, the agency plans to crack down on bloggers—and the companies that compensate them—for any dishonest claims or failure to disclose conflicts of interest when posting reviews on a product (FTC guidelines on Endorsements and Testimonials in Advertising)
While the FTC’s attempt at reducing bogus reviews is commendable, the agency’s guidelines are far from groundbreaking and to my surprise, don’t even include social media. Many businesses today use social media, such as Twitter, Facebook, MySpace and others, as a new communications channel to build their brand, promote products and otherwise market their solutions. So, why would the FTC not include social media in its new guidelines for endorsement and testimonials? It’s just as easy, and not uncommon, to post bogus reviews touting the merits of random products on SNSs as it is on blogs.
Now, don’t get me wrong. The last thing I want is for the FTC or any other government body to start monitoring my every tweet. But the fact that the agency is leaving out of these guidelines the Internet’s fastest-growing and most exciting communications channel—social media—just shows that a lack of recognition for, and understanding of the power of social media still exists. That needs to change!
While the FTC’s attempt at reducing bogus reviews is commendable, the agency’s guidelines are far from groundbreaking and to my surprise, don’t even include social media. Many businesses today use social media, such as Twitter, Facebook, MySpace and others, as a new communications channel to build their brand, promote products and otherwise market their solutions. So, why would the FTC not include social media in its new guidelines for endorsement and testimonials? It’s just as easy, and not uncommon, to post bogus reviews touting the merits of random products on SNSs as it is on blogs.
Now, don’t get me wrong. The last thing I want is for the FTC or any other government body to start monitoring my every tweet. But the fact that the agency is leaving out of these guidelines the Internet’s fastest-growing and most exciting communications channel—social media—just shows that a lack of recognition for, and understanding of the power of social media still exists. That needs to change!
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