Professional journalists have long complained about the lack of transparency from some influential bloggers, so I was interested to read a Business Week report on new guidelines being introduced by the FTC. Although the requirement to declare incentives is something that has been adopted by many of the more reputable blogs, it’s now becoming more important for companies that incentivize bloggers with freebies or cash to ensure that the blogger declares the incentive on the website.
Perhaps I should start declaring when a publisher or advertising sales person buys me lunch…
Another really good article about this move by the FTC is available on the Marketing law website.