Linked by Kroc Camen on Tue 6th Oct 2009 09:10 UTC
Legal "US regulators will for the first time crack down on bloggers who fail to disclose fees or freebies they get from companies for reviewing products. The Federal Trade Commission, decided to update its nearly 30 year old guidelines to clarify the law for the vast world of blogging. Offenders could face eventual fines of up to $11,000 (GBP 6,900) per violation."
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Odd focus
by StephenBeDoper on Wed 7th Oct 2009 16:46 UTC
StephenBeDoper
Member since:
2005-07-06

At least to me, it seems a bit odd to go after the bloggers being paid to advertise surreptitiously - rather than going after the companies paying for the advertisement. If a misleading/deceptive advertisement appears in traditional media, it's not the magazine/newspaper/television station that's held responsible.

Obviously there's some difference - if a blogger is being paid to astroturf, then they're actively/knowingly complicit in deceptive marketing (which isn't necessarily the case with E.g. a print publication running a misleading advert). But I still think that the companies paying for deceptive advertisements should be held ultimately responsible.

It also seems overly-specific to me - there are plenty of examples of "undercover marketing" outside of blogs & the internet:

http://en.wikipedia.org/wiki/Undercover_marketing#Examples_of_under...

Edited 2009-10-07 16:48 UTC

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