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FTC Somewhat Backs Off Enforcement of Bloggers’ Endorsements

On October 6th, I posted a note about new guidelines from the FTC that are directed toward regulating the disclosure of gifts or money paid to someone for an endorsement.  The guidelines have provisions directly related toward bloggers’ endorsements.  On October 14th, Mary Engle, Director of the Federal Trade Commission’s Division of Advertising Practices, held a telephone conference with consumers and the media to answer questions about the new guidelines.  Ms. Engle sought to reassure bloggers that the FTC is not seeking to single them out for enforcement purposes. The occasional freebie will not trigger a duty to disclose, but a steady stream of gifts might still require a blogger to make a disclosure when writing about a company or product. She went on to say that the FTC is looking at black and white cases, and “We’re not interested in playing gotcha in the gray areas.”

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One comment on “FTC Somewhat Backs Off Enforcement of Bloggers’ Endorsements

  1. […] Effective December 1, 2009, the FTC implemented new guidelines concerning endorsements and testimonials in advertising.   On October 6, 2010, I wrote about the new FTC guidelines prior to the guidelines becoming effective.  On October 16, 2010, I also posted about a comment made by the FTC concerning the degree in which they might enforce the … […]

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