FTC's new rules
October 20th 2009 18:59
I'm assuming here in New Zealand the new FTC rules about declaring when you're being paid to promote an item in your blog don't apply. Unless suddenly everything the US does applies everywhere else...!
One Virginia Smith gave a good overview of the situation in a recent email that I was sent - you can find a web version of it here.
Smith focuses mostly on books and book reviews, but obviously the rules could apply to any sort of product, service and so on, like acne treatment.
Here's her summary of the rules:
* If you received a free copy of a book in return for a promise to post a blurb or review, you should include a simple statement to that effect.
* If you have been paid to write the review, you need to disclose that fact clearly. (And while you’re at it, can you let me know who’s paying you, so I can get on the list?)
* Though this situation isn’t likely to come up in a book review, the FTC ruling mandates a clear statement when results aren’t typical. Most of the onus is placed on the company who manufactures the product, not the reviewer. However, you may want to get legal advice before making a claim such as, “I read this diet book and lost 50 pounds in one week.”
* I’ve seen indications in the FTC’s ruling that companies who provide free products to reviewers will now be required to monitor those reviews. So be aware that the publisher or publicist who sent you the free book will be reading your review. (They’ll probably be looking for things like atypical results, mentioned in the previous point.)
* If you paid for the book you’re reviewing, you are under no constraints at all.
She notes that you should still read the rules themselves, if you really want to be sure, but otherwise, most ordinary every day bloggers will be okay.
One Virginia Smith gave a good overview of the situation in a recent email that I was sent - you can find a web version of it here.
Smith focuses mostly on books and book reviews, but obviously the rules could apply to any sort of product, service and so on, like acne treatment.
Here's her summary of the rules:
* If you received a free copy of a book in return for a promise to post a blurb or review, you should include a simple statement to that effect.
* If you have been paid to write the review, you need to disclose that fact clearly. (And while you’re at it, can you let me know who’s paying you, so I can get on the list?)
* Though this situation isn’t likely to come up in a book review, the FTC ruling mandates a clear statement when results aren’t typical. Most of the onus is placed on the company who manufactures the product, not the reviewer. However, you may want to get legal advice before making a claim such as, “I read this diet book and lost 50 pounds in one week.”
* I’ve seen indications in the FTC’s ruling that companies who provide free products to reviewers will now be required to monitor those reviews. So be aware that the publisher or publicist who sent you the free book will be reading your review. (They’ll probably be looking for things like atypical results, mentioned in the previous point.)
* If you paid for the book you’re reviewing, you are under no constraints at all.
She notes that you should still read the rules themselves, if you really want to be sure, but otherwise, most ordinary every day bloggers will be okay.
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