Are you one of those consumers who go online for independent consumer reviews of products and services?
If you do, you should realize that such reviews can be tainted. The Associated Press reports that many bloggers have accepted perks such as free laptops, trips to Europe, $500 gift cards or even thousands of dollars for a 200-word post. And many of these bloggers haven’t disclosed the freebies.
The Associated Press says the practice has grown so much that the Federal Trade Commission is getting involved. New guidelines, expected to be approved late this summer, would clarify that the agency can go after bloggers — as well as the companies that compensate them — for any false claims or failure to disclose conflicts of interest.
This would be the first time the FTC tries to patrol systematically what bloggers say and do online. According to The Associated Press, the common practice of posting a graphical ad or a link to an online retailer — and getting commissions for any sales from it — would be enough to trigger oversight.
One interesting example was cited in the story: A New York mother of four said she makes as much as $800 a month between ads on her five blogs and payments from advertisers who want her to review products. Eight hundred bucks! Pays her monthly grocery bill, she said.
If the guidelines are approved, bloggers would have to back up claims and disclose if they’re being compensated, although the FTC hasn’t said how. The FTC could order violators to stop and pay restitution to customers, and it could ask the Justice Department to sue for civil penalties.
It should be noted that any type of blog could be scrutinized, not just ones that specialize in reviews.
A couple of thoughts:
• Maybe it’s just me, but is it a good idea to buy something, stay somewhere or eat something based on what you read from a total stranger on the Internet?
• Should this really be near the top of the to-do list for the FTC? I mean, saving people from themselves is a noble cause, but …