A great conversation today at the BlogWorld Expo about the new Federal Trade Commission rules about disclosure for bloggers. The FTC wants bloggers - and specifically bloggers - to disclose anything they may have received in exchange for - really, in commection with - any endorsement.
Which raises all kinds of problems.
What's an endorsement? Is it a favorable - or even unfavorable - review? What about book reviews, product reviews, game reviews, music? If a blogger is sent a product to review and returns it, does that count as value received for the blogger, to be disclosed? (The opinion of at least one lawyer in the room: yes.) It is enormous and extremely confusing.
The sentiment in the room today - several hundred people - was split, perhaps 60-40 in favor of allowing these "paid conversations," but there is little or no agreement on how best to fulfill these new rules - which apply to bloggers only.
And that fact today led the Internet Advertising Bureau to call on the FTC to dump these new regulations which, they say, unfairly target online media. There is, quite clearly, no intention to require the New York Times to disclose when publishers send review copies of their books - but that would be required of an online book review by a blogger, according to most interpretations of the new rules, even if the reviewer sent back the book after reviewing it.
I have always been a believer in transparency, in giving the readers/users as much information as possible to help them understand any possible influences on what they are reading online. But I think the FTC guidelines can and will only be enforced selectively - and that opens a whole new political can of worms.