The FTC regulations now include social networking and blog posts. According to the revised Guides, which were last updated in 1980, anyone endorsing a product must disclose any “material connections” to the advertiser. This can include payments, free products or discounts on products or services. These regulations include any testimonials or endorsements made on the Internet, including blog posts and posts made to social networking sites such as Facebook or Twitter. I am in favor of transparency in advertising, but as a writer and supporter of free speech, I have some concerns.
Many companies and individuals use the Internet for business advertising, much like they use the mail for advertising. The FTC should hold them accountable to the regulations regardless of where that advertising takes place. However, many people use social networking sites and blogs on the Internet to connect with each other and share opinions, much like sending a letter or chatting in a coffee shop with friends. Although the FTC has regulatory authority over companies which send advertisements through the mail, the FTC has no authority over personal correspondence. Likewise, the FTC should have no regulatory authority over individuals sharing opinions on social networking sites or blogs.
The largest concern I have with the new regulations is that they target social networking and blogging sites. Traditional media are not subject to these new regulations. If that’s the case, then what is the purpose of targeting the Internet? What’s next? The corner coffee shop?
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