New FTC Endorsement Guidelines

The Federal Trade Commission recently changed their guidelines on endorsements to specifically include bloggers. Not just big companies are impacted by this legislation however, both big and small reviewers are required to follow these rules.

Who is impacted?
Both professional and amateur bloggers, video bloggers, ect. are required to follow these guidelines. In this day and age consumers read and digest information from all sorts of providers. In order to level the playing field and help consumers establish trust in these reviewers, the FTC is requiring full disclosure on all reviews from all sources.

What does this mean?
If you are paid to review the product or if you receive the product free for review you must disclose the relationship. Basically, if you benefit from the review you must keep your auidence informed.

What are the legal consequences?
The FTC could file legal charges against you if you don’t comply. Keep in mind this is legal legislation and is punishable under federal law. Now most likely the FTC won’t target you and file charges if you don’t comply with the rules. However, they have the power and authority to sue you so I strongly recommend you follow these rules.

I’d just like to note that you have most likely been following these rules already. Personally, I try to disclose when I receive a product to review but remember it is now the law. Plus, if you want to have any authority and respect in your community you need to be honest. If you are not honest no one will listen to what you have to say and you won’t be reviewing products much longer.

For all the details check out the official FTC statement on these guidelines.