FTC to monitor blogs

I used to co-own a technology site/blog. As a part of the process, we often received products to review. Some of it – usually software and other small items – we got to keep. The more expensive items, we had to return once the review was complete. On this blog, I’ve reviewed books and other items. All but one* of them I’ve purchased myself. I don’t accept advertising on this blog – if you find my blog via a search engine, you may see ads that have been placed on my blog by the web host, but rest assured, I am getting no compensation for them. Any candidate information on my site is done because I support that candidate, not because a candidate is paying me to do so.

I say all that because of the plan of the Federal Trade Commission to start monitoring blogs.

New guidelines, expected to be approved late this summer with possible modifications, 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.

It shouldn’t be unexpected that the FTC would want to reign in viral marketing disguised as independent opinions. Some blogs routinely include disclosures of compensation, others not. Generally speaking, it is left to the discretion of the blog. Truth be told, the laws already exist.

“It would always be better for bloggers to self-police,” said Robert Cox, president of Media Bloggers Association in New Rochelle, N.Y. “We have laws on the books. They apply to everybody, not just people who write blogs.”

In case you hadn’t noticed, I am a member of the MBA.

Bloggers who self-police have nothing to fear when it comes to FTC oversight. Those who don’t – well, I guess they are on notice.

* – I see that I failed to disclose on that review that the book had been provided, free of charge, by the publisher. No excuse –  I screwed up.