• Today, the FTC released updated guidelines for bloggers who endorse products and services.

• The updated guidelines from the FTC say the following:

• The revised Guides also add new examples to illustrate the long standing principle that “material connections” (sometimes payments or free products) between advertisers and endorsers – connections that consumers would not expect – must be disclosed. These examples address what constitutes an endorsement when the message is conveyed by bloggers or other “word-of-mouth” marketers. The revised Guides specify that while decisions will be reached on a case-by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. Likewise, if a company refers in an advertisement to the findings of a research organization that conducted research sponsored by the company, the advertisement must disclose the connection between the advertiser and the research organization. And a paid endorsement – like any other advertisement – is deceptive if it makes false or misleading claims.”

• Read the complete press release from the FTC here. To see the   complete guide published by the FTC, click here.  It is 81 pages and makes for great reading in the evenings you find it difficult to fall asleep. LOL

• It will be important to make sure people who read your blog know you are being compensated when you endorse a product.

• As I learn more about these new guidelines, I will post more.

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