Bloggers To Give Full Disclosure

As a marketing and business tool, blogging has finally come of age. Blogs have also matured as a communications tool within business companies, from C.E.O. on down.

On Monday, The Federal Trade Commission (FTC) which is the independent agency of the United States government that promotes "consumer protection" and prevents "anti-competitive" business practices, said it would revise rules about endorsements and testimonials in advertising. The new regulations are aimed at the rapidly shifting new-media world and how advertisers are using bloggers and social media sites like Facebook and Twitter to pitch their wares. The FTC said that beginning Dec. 1, bloggers who review products must disclose any connection with advertisers, including, in most cases, the receipt of free products and whether or not they were paid by advertisers, as occurs frequently. (Link)

For bloggers who review products, this means that the days of an unimpeded flow of giveaways may be over. More broadly, the move suggests that the US government is intent on bringing to bear on the Internet the same sorts of regulations that have governed other forms of media, like television or print.

Many of the new products and services are provided by the rapidly growing sector of the information technology and communications technology. Those who use the new electronics technologies especially computers and video technology have seen the most profound changes.

As blogs have gained in popularity, demand is also growing for employees who can write them or have the technical expertise to support them.