Kudos to the FTC for updating the guidelines for
endorsements and testimonials in advertising. I'm especially happy that the
"results not typical" disclaimer no longer provides safe harbor to
weight loss companies that promise you can lose 250 pounds in 12 minutes
without exercise (results not typical). To support these fantastic claims,
advertisers must now provide statistical data and, you know, actual facts.
The FTC also addressed bloggers that review and/or endorse consumer products. The FTC's goal is a good one: force bloggers that are paid for product endorsements by companies with a stream of free products or cold hard cash to disclose that relationship. I personally believe that form of disclosure should be manifested as a can't-miss graphic that says "PAID ADVERTORIAL" in big neon letters across the center of the text, with the possible addition of "FAIL." Paid "reviews" fly in the face of everything for which both social media and journalism stand. Thankfully, many companies realize that transparency and trust are paramount as they use social media, and such blatant shilling is becoming a thing of the past (hopefully).
But what about legitimate review sites? Should these new
guidelines apply to major media outlets as well as solo bloggers typing from
the light of a lava lamp in the basement? I think so. The lines of journalism
are already fuzzy enough. Regardless of scale, reviewers for blogs and larger
sites perform the same function for the reader. Asking, say, CNET or IGN to
disclose that they received a free product for review only reinforces what most
people already know anyway. Full disclosure, in addition to clear, concise
review policies, should lead the way for any outlet reviewing a product.
Videogame blog Kotaku has an excellent review system in place. Mike Fahey reviewed the new BioWare role-playing game Dragon Age: Origins this week. At the bottom of this review, he added this paragraph that goes above and beyond the FTC recommended guidelines:
Dragon Age: Origins
was developed by BioWare and published by Electronic Arts for the PC,
PlayStation 3, and Xbox 360 on
November 3. Retails for $59.99 USD ($49.99 PC). A copy of the game was given to
us by the publisher for reviewing purposes. Reviewed the PlayStation 3 version.
Played through the main game on standard difficulty, choosing the City Elf
origin and rogue as my character class. Completed main quest, multiple side
quests, and The Stone Prisoner downloadable content, which should definitely
not be missed.
And if that isn't enough, there is also a handy link straight to Kotaku's review FAQ.
In order for any product review to be successful, readers must trust the reviewer. The FTC took a necessary step forward in protecting consumers from unsavory bloggers. But to be clear, these guidelines should apply to any outlet that reviews products, from single bloggers to large media outlets. Besides, 10 years from now, will there really be much of a difference?
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