With the huge increase in consumer-generated content online, that line in the sand between authentic consumer opinion of bloggers and direct marketing to consumers via blogs is being more closely defined, especially as some marketers/companies have taken some liberties in providing hefty “freebies” or payoffs to get influential bloggers to write positive reviews about their products. So it is no surprise that the FTC is now cracking down on blogger payola (how small or large it might be) with more formalized rules (http://www.pcmag.com/article2/0,2817,2353749,00.asp) and, more importantly, fines (for bloggers and companies) for breaking those rules.
And you know what? WE here at RL&A WELCOME IT! Despite how scary this sounds now (especially to that blogger somewhere in Small Town, USA who was really happy discussing her opinions of eye shadow, air fresheners or sippy cups, but now worries she’ll be slapped with an $11,000 fine!), what this really comes down to is ethical business practices in the social media arena. A company with great blogger relationships in key client categories (mommy, health, beauty, etc.) can do this successfully and ethically…as we do daily….without crossing that line. And the companies and bloggers that do cross that line…repeatedly…well, they deserve to be outed, because it shows the rest of us in a better light. If they continue to exist, it taints the whole process.
In fact, when we send a blogger a client’s product to take a look at – knowing full well she could also do a negative product review – we are extra happy to see the following language at the bottom of her (or his post) now:
This review is 100% my opinion and although I was sent the product by mail from the company to try, it did not affect my review. I love this product anyway!
How’s that for an endorsement!